News of Western luxury brands expanding into the Chinese market is nothing out of the ordinary these days. However, a Chinese brand competing head-to-head with established luxury companies in the West…in Paris… is still rare.
In December, Stella Luna, China’s most prominent luxury footwear label, opened its first European store on the glamorous Boulevard Saint-Germain in Paris. With over 200 stores already in Asia and the Middle East, Stella Luna makes its foray into the European market.
The 870-square-foot store is located at 181, Boulevard Saint-Germain, the well-known shopping district that is also home to fashion houses such as Ralph Lauren and Hugo Boss. The store was designed by renowned British architect Jamie Fobert, who is accredited for redesigning the entire women’s shoe department in the Oxford Street Selfridges in 2012.
Stella Luna’s Parisian store maintains the Asian style of other stores while incorporating a more modern French feel. During its grand opening, 150 pairs of shoes were on display with prices ranging from €235 to €425.
“The concept is a contemporary museum with a little French touch to it. We believe shoes are like an art and should be presented like art pieces,” said Stephen Chi, CEO and creative director of Stella Luna.
Stella Luna is part of Stella International Holdings Limited, which was founded in 1982 in Taiwan. The company reportedly manufactures up to 55 million pairs of shoes every year. It currently has 233 stores in China, Taiwan, Thailand, the Philippines, Lebanon, the UAE, and Kuwait. In addition to the Paris store, Stella Luna plans to open stores in London, Milan, and Venice within the next five years with collections specifically made for the European market.
photo credit: stella luna