Vietnam’s multi-brand luxury fashion retailer Runway has unveiled its largest flagship store, in Ho Chi Minh City’s CBD, betting on the recovery of luxury consumption in the country. 

The duplex store takes over 7535sqft space and the Pham Ngoc Thach Street frontage of the city’s newly-renovated Diamond Plaza, which is also home to a series of luxury brands, including Salvatore Ferragamo, Tumi, Chanel, and Hermes. It is located across the road from the Notre Dame Cathedral, one of the city’s most popular tourist attractions.

The store design incorporates the European architecture style Palladian of the 17th century and the “liberal beauty of modern art,” the company said. Runway Diamond Plaza features two zones dedicated to two distinctive styles. 

A part of the ground floor area is designed to attract younger stylish customers with urban labels, including Rick Owens, Junya Watanabe, Comme des Garcons, Fear of God and Off-White. The rest of the ground floor and upper floor is home to womenswear and accessories from brands such as Zimmermann, Jacquemus, Self-Portrait, Studio Nicholson, and Ganni. 

“Luxury today can be both exigent and laid back, out of reach and attainable, serious and funny,” said Hoai Anh Tran, founder and president of GlobalLink, which operates Runway Vietnam. “It is multidirectional as next to several established labels in our new stores there are brands founded by the independent third-millennium designers with their unique vision of the world we live in.”

The Vietnamese entrepreneur founded Runway in 2008 and the multi-brand luxury retailer now has four locations in the country. 

Vietnam’s luxury market, which is estimated to reach approximately US$957 million this year, has attracted a series of luxury brands entering the market to capitalise on the steady growth. Earlier this year, accessories brand Tory Burch and perfume retailer Diptyque launched their first physical stores in Vietnam in partnership with Tam Son International.