Stella Luna Steps Out of Chinese Department Stores and Into Parisian Boutiques

on September 4 2014 | in Fashion Retail Store Openings | by | with No Comments

China luxury footwear

Chinese luxury footwear brand Stella Luna is looking to step out of their comfort zone and into more European markets. After seeing the success of their flagship Parisian store in the Saint-Germain district, three more stores are currently in the works.

Stella Luna has confirmed that two more flagships will open in Paris; one in September on Rue du Faubourg Saint Honoré, and a second near the Champs Élysées. Both locations are in popular shopping destinations and are expected to yield high-traffic and high-profile clientele.

The new stores will feature Stella Luna’s main line along with a line designed specifically for their Paris, Shanghai, and Beijing locations. All of their styles are made from Italian leather and prices range from $316 to $1,100 a pair.

With Chinese shoppers spending more and more abroad, Stephen Chi, the chief executive officer and creative director of Stella Luna, says it’s time to stop targeting either Asian or European markets, and to be internationally minded.

“Everybody knows, overall business in Asia is not growing like before. Even in Hong Kong it’s going down,” he told Women’s Wear Daily. “It’s about being international, you can’t just be in one place.”

After taking on Paris, Chi says that the brand will be looking to other Europeans locales, namely London. The company has already started shipping wholesale orders to France, Italy, Belgium, the Netherlands, Luxembourg, Germany, and Spain, in an effort to expand their reach (220 of their 225 stores are currently located in Chinese department stores).

Moving forward, Chi says offering quality products and services are what matters to the brand, noting that “The goal is to increase the efficiency per store.”

Their commitment to craftsmanship can be seen in terms of production. The brand continues to make 300,000 to 400,000 pairs of shoes a year, a number that has not changed in years.

Chi is positive the brand will continue to develop retail wise however, noting the triumph of their recent endeavors. “Paris to me is one of the hardest places to start: If you can survive here, you should be able to survive anywhere.”


image credit: stella luna

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