Stella McCartney’s CEO and president, Frederick Lukoff, said, “I think [China] is ready for a brand like us. I’m not sure it would have been ready four or five years ago. I think the Chinese consumer is gaining in sophistication at an unbelievable pace and that a brand like ours can succeed in China.”
Stella McCartney opened its first China location last year in Shanghai. This week, a second store was launched in Beijing. The new 301 square meter store at the recently opened Parkview Green contained “over 2 floors of a large cantilevered box with a façade covered in Stella McCartney’s signature three dimensional rhombus tiles made of recyclable aluminum.”
The store is a reflection of Stella McCartney’s style, which combines sharpness and femininity reflected in the architectural design of simple and natural materials contrasted with sculptural details. The Beijing store will carry the brand’s luxury women’s ready-to-wear, accessories, lingerie and kids collections.
To celebrate the opening of her new store, Stella McCartney has designed an exclusive Falabella bag available in 2 styles. The crystal embroidered fold over tote in cherry and the clutch in black are available only at the stores in Beijing and Shanghai at 17,900 and 11,400 RMB respectively.
The designer recently toured Japan and China to better understand the region. During her three-day stay in China, she showed her Fall 2013 collection again presented via a dance routine “choreographed by Blanca Li and featuring some of China’s best-known models kitted out in McCartney’s designs.”
Besides opening the Beijing store, meeting customers, and hosting a black tie dinner with her fashion show, McCartney also spoke to fashion students at Donghua University.
According to WWD, a second store in Shanghai, a second boutique in Hong Kong, and the label’s first unit in Taipei, Taiwan, are still to come. Lukoff declined to give official numbers, but states that business in China is growing fast.