The opening comes as a wider industry move to invest in customer retention, brand intimacy, and sustainability
Key Takeaways
- Chanel opens its second Chanel & Moi – Les Ateliers in China, located at Plaza 66 in Shanghai.
- The 600-square-meter space offers after-sales services including repairs, alterations, and jewelry/watch care.
- Six of the seven global ateliers are based in East Asia, highlighting a regionally focused strategy.
- The launch aligns with growing demand for product maintenance and luxury longevity in China.
- Chanel positions the new service model as a practical response to sustainability and cultural heritage values
Chanel has opened its latest Chanel & Moi – Les Ateliers location in Shanghai, marking its second such space in mainland China and its seventh worldwide. Located inside the high-traffic Plaza 66 complex, the 600-square-meter site is designed to offer a full range of after-sales services, as part of the brand’s broader strategy to deepen customer relationships and preserve the longevity of its products.
Unlike traditional boutiques or flagships, Les Ateliers are standalone care and service centers, where clients can access everything from garment alterations and leather goods repair to resizing and battery replacements for watches and high jewelry. The Shanghai location is the third globally to house dedicated spaces for both jewelry and watch services, emphasizing the brand’s investment in full-spectrum luxury upkeep.
Originally launched in Osaka in 2021, the Les Ateliers model has since expanded across Hong Kong, Tokyo, Seoul, Beijing, and London. Notably, six of the seven locations are in East Asia—an intentional geographic focus that reflects the region’s strong cultural emphasis on preservation, generational inheritance, and emotional connection to objects. Chanel’s strategy taps into these values at a moment when luxury consumption is shifting from newness to long-term care. According to recent reports, China’s secondhand luxury market is growing at double-digit rates, increasing demand for professional maintenance services.
The Shanghai opening also aligns with changing sustainability expectations, particularly among Gen Z. A 2024 report on Chinese consumer behavior found that over 87% of respondents participate in low-carbon habits. While many brands continue to speak in broad ESG terms, Chanel’s atelier model turns sustainability into a physical service that is rooted in craft, care, and continuity.
As economic conditions pressure the global luxury market, brands are turning inward and finding new value in old items. Chanel’s latest expansion suggests that loyalty in the future may depend less on what customers buy next, and more on how well their past purchases are preserved.
