Sales of luxury Prada items in China have exceeded last year’s levels since the brand’s physical stores reopened following the coronavirus pandemic.

The Chinese appetite for luxury items has rebounded strongly despite the impact of Covid-19, even as global sales are hit with a decline of 35 per cent.

“To date, the Prada Group’s sales in China have already largely exceeded the levels of 2019, showing double-digit growth since the beginning of the year,” said Prada CEO Patrizio Bertelli, quoted by Reuters.

Prada’s growth within China has exceeded more than 60 per cent since March, with a sales record hit on August 25, this year’s Chinese Valentine’s Day.

The firm’s projections suggest the trend will continue in coming months, according to Bertelli.