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Longchamp China opens Shanghai flagship

Longchamp China has plans to expand following the opening of its China flagship store at the Kerry Center in Shanghai.

With 18 stores in China, the French luxury brand sees potential for outlets at new locations and in more cities.

Longchamp CEO Jean Cassegrain says the Chinese economy is still growing, and with higher incomes more people are buying luxury products.

Longchamp will open a store in Beijing at a landmark shopping mall on Wangfujing Street in October, he says, and outlets are being considered for second-tier cities such as Changsha.


Its Kerry Center store has the widest range of the Paris house’s collections in China, including women’s ready-to-wear, shoes, handbags, leather accessories, men’s collections and luggage bags. Cassegrain says the store is a major investment and significant step for the brand.

Meanwhile, Longchamp products are available online in China, such as the brand’s official WeChat account. Other online channels will be developed.

Founded in 1948, Longchamp is still owned and run by the Cassegrain family, with its products ranging from handbags, luggage, accessories and shoes to ready-to-wear collections. It is represented in 80 countries through 1500 points of sale.

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