French sports lifestyle brand Salomon has opened its Anfu concept store in Shanghai, marking an upgrade of its retail experience in China.

Located in a historic, French-style building on Anfu Road, the store integrates French style, inspired by the Salomon Sportstyle store in Marais, Paris, with Shanghai’s urban culture.

The company described the store as a platform that embodies both French and Chinese culture, pioneering spirit, and diverse retail experiences.

“The localization of the store represents Salomon’s brand vision, which is made possible by our partners and the warm embrace of local communities,” said president and CEO Guillaume Meyzenq.

“It is becoming increasingly influential that Chinese consumers have presented a growing focus on functionality and integrated demands for styling and performance. Along with the grand opening of the store, we look forward to growing with Chinese consumers and bringing more innovation to the world!”

The concept store also hosted the debut of the brand’s Road to the Future Project in China, following its presentation at Paris Fashion Week.

Prior to the official opening, the company collaborated with 11 local shops on Anfu Road to foster a strong connection with local communities.