reaks or before work to pick out their favourite fashion items. According to Delphine Lefay Dultzin, CEO and co-founder of OnTheList, the company was initially founded to help brands solve inventory problems but the concept evolved after the team realised that out-of-the-season products were still attractive to consumers. Since opening a 1000sqm store in Shanghai’s Jing’an district in 2020, OnTheList has built a loyal following through pop-ups in Beijing’s China World Mall, Huamao, and Parkview Green.  “With the launch of the flagship store at Yintai Center, OnTheList will bring an exclusive offline experience to members in Beijing and explore the possibility of integrating OnTheList with more local cultures,” she told Inside Retail. Dultzin said that in terms of business, the fashion attributes of Yintai Center and the flow of people in the international trade business district are also strong factors that point to the untapped potential in the area. She pointed out that the main visual design of the store features a clever integration between OnTheList and Beijing’s architectural landmark Temple of Heaven. “We hope that through the OnTheList Beijing flagship store, we will bring a fusion of Beijing’s cultural heritage and international fashion, which will generate fresh sparks and a new immersive experience for OnTheList members,” she added. OnTheList’s first major event in the new store will be a Maison Margiela flash sale this month. Members will be able to participate offline through an electronic invitation code as well as online. At the same time, members can follow the OnTheList Mini Program and the official WeChat channel to obtain information about the brand’s flash sales activities and enjoy a better and more convenient online shopping experience. The overall process Through the flash sales, Dultzin said that OnTheList hopes to reduce the environmental impact of the fashion industry and promote the concept of sustainable fashion by reducing inventory for brands.  “In addition to working with brands, OnTheList is also committed to connecting brands with local charities, jointly donating clothes to charities such as Redress and Mayaa and donating part of the proceeds from charity sales to the China Green Foundation in Beijing for greening activities in Northwest China,” she noted. According to Dultzin, the most important criterion when selecting brands to work with is that both parties have a common understanding of trying to reduce inventory and reduce the pressure on the planet. “At present, the brands we cooperate with cover fashion, shoes, bags, beauty, home, watches, wine and even lifestyle, with a multi-dimensional and three-dimensional combination to continuously improve the quality of life of members,” she pointed out. However, she acknowledged that consumer preferences vary across cities and countries, and so the selection of brands and products for the store in Singapore will be vastly different from the selection of offerings in Beijing. “We have taken a more international approach to these challenges, by working closely with brands to choose the best products that match the local preferences, but also relying on recommendations from our team members to offer more diversified services,” she said. Future direction Looking ahead, Dultzin believes that OnTheList is well-positioned to gain traction with the next generation of consumers. “Our members are mainly young consumers who love fashion. In China, young consumers are very receptive to the business model of flash sales, as young consumers can get in touch with their favourite brands in a more cost-effective way,” she elaborated. At the same time, Dultzin said that the brand will hold online and offline VIP membership activities, and private domain community activities, while improving the quality of consumption, so that members can participate and experience more diversity. She reiterated that sustainability is part of the brand’s DNA, and it drives the overall areas of development, focus and implementation.  “We are planning to hold pop-up events in more cities in the second half of 2024, and will actively participate in sustainable fashion forums and CSR activities to expand the concept of sustainable fashion in a more flexible form,” she concluded.