Salomon, a French sporting lifestyle brand, has recently inaugurated its Anfu concept store in Shanghai, signaling an enhancement of its retail experience within the Chinese market.
Situated in an iconic, French-style edifice on Anfu Road, the store mirrors a unique blend of French elegance, influenced by the Salomon Sportstyle store in Marais, Paris, and the vibrant local culture of Shanghai.
The brand described the store as a bold platform that encapsulates both French and Chinese culture, the spirit of innovation, and an array of retail experiences.
Guillaume Meyzenq, CEO and President of Salomon, stated, “The adaptation of the store embodies Salomon’s brand vision. This was enabled by our partners and the warm reception from local communities. It is becoming more and more evident that Chinese consumers are increasingly focusing on functionality and combined demands for style and performance. With the grand opening of the store, we anticipate growing alongside Chinese consumers and bringing more innovation to the global market!”
In addition to hosting a unique shopping experience, the concept store also marked the premiere of the brand’s ‘Road to the Future Project’ in China, following its initial showcase during Paris Fashion Week.
In the lead-up to the store’s official opening, Salomon partnered with 11 local businesses on Anfu Road to cultivate a strong bond with the local communities.
Questions & Answers
What is the significance of the new Salomon store in Shanghai?
The opening of the new store signifies an upgrade in Salomon’s retail experience in the Chinese market. The store represents a fusion of French and Chinese culture and aims to cater to the growing functional and style demands of Chinese consumers.
What is the ‘Road to the Future Project’?
The ‘Road to the Future Project’ is an initiative by Salomon, which was first presented at Paris Fashion Week. The project made its debut in China with the opening of the Anfu concept store.
How did Salomon connect with the local community ahead of the store opening?
Prior to the official opening of the Anfu concept store, Salomon collaborated with 11 local businesses on Anfu Road, fostering a strong connection with the local communities.
Source: Retail News Asia
