Études Expands in China with Largest Store in MixC Shenzhen and Upcoming Beijing Launch
French contemporary label Études, founded by José Lamali, Jérémie Égry, and Aurélien Arbet, is making significant strides in expanding its presence in China. The brand is set to open a 1,290-square-foot store in MixC Shenzhen and a new space at Beijing’s top shopping mall SKP-S later this summer.
Designed by the Paris-based Hugo Haas Studio, the Shenzhen store showcases Études’ seasonal and core collections, along with artistic collaborations, photography books, and record editions. The store’s neat industrial aesthetic features elements such as steel grids, which have been previously incorporated in other retail locations. These grids harmoniously merge with materials like aerated concrete, aluminum, and blue-tinted glass, creating an elegant and contemporary ambiance.
Études’ signature blue color takes center stage in the store, while contrasting neutral shades evoke the atmosphere of the brand’s Paris flagship store. The store is thoughtfully designed with a lounge and fitting rooms that offer a view of the serene and leafy street outside. The Shenzhen location marks a significant milestone for Études’ expansion in China, being the brand’s largest store in the country.
The label first entered the Chinese market in 2017, and today, China accounts for an impressive 20 percent of Études’ total revenues. Over the years, the brand has strategically expanded its presence in the country through various channels, including shop-in-shops in Luxemporium Beijing, a renowned multibrand luxury retailer, and a flagship store on Tmall. Additionally, Études reaches its discerning customers through 15 leading concept stores, including Galeries Lafayette, The Balancing, and Dongliang.
Furthermore, in August 2020, Études’ founders were appointed artistic directors of Aigle, the French outdoor lifestyle brand famous for its rubber boots. Aigle, owned by MF Brands Group, parent company of Lacoste, The Kooples, and Gant, has established a substantial presence across China.
With its new store openings and strategic partnerships, Études is poised to strengthen its foothold in China, catering to the growing demand for its unique contemporary designs and artistic collaborations. The expansion signifies the brand’s commitment to connecting with Chinese consumers and becoming a prominent player in the vibrant fashion market of the region.
Location
Beijing SKP