Michael Kors Introduces Jet Set Lounge Café At New Beijing Location
Michael Kors has expanded its footprint in China with the opening of a new store at the China World mall in Beijing.
The Beijing location covers approximately 3,500 square feet and reflects the latest version of Michael Kors’ global retail concept. The store’s design incorporates wood flooring, marble finishes, and neutral tones, which are consistent with the brand’s established aesthetic. Dedicated sections are arranged for women’s ready-to-wear, handbags, accessories, small leather goods, as well as watches, eyewear, and fragrances to allow a comprehensive shopping experience.
At the center of the store is the Jet Set Lounge, a café concept that has previously been introduced at flagship locations in New York and London. This marks the first time the café format is appearing in Asia. The lounge is positioned as an extension of Michael Kors’ “jet set” identity, offering customers a space to pause and interact with the brand’s lifestyle message during their shopping visit.
The café serves a menu including iced teas influenced by international flavors and desserts inspired by New York recipes. According to the company, the café merges elements of travel, leisure, and shopping, providing customers with a new dimension of in-store engagement beyond traditional retail.
Michael Kors commented in a statement, “I am very excited to be launching our flagship store at Beijing China World. This new store will be home to the world’s first Jet Set Lounge that features a café concept. China is an exciting market. I’m always inspired by our customers there, who have an incredible love for fashion and style.”
The opening in Beijing is part of Michael Kors’ ongoing effort to refine its international marketing and growth strategy. In March, the company announced the appointment of Corey Moran as its new chief marketing officer, a role responsible for brand communications, content development, and consumer data analytics.
John D. Idol, chairman and chief executive officer of Capri Holdings, said in a statement, “This new position reflects Michael Kors’ continued focus on strengthening its leadership team and advancing its marketing capabilities to support long-term growth. As we continue to evolve our organization and become more consumer-centric, Corey will support our focus on strengthening brand desirability and driving customer engagement on a global scale.”
The brand is also increasing its local presence through new talent partnerships. On March 5, actress Meng Ziyi was named as Michael Kors’ China ambassador. The move aims to strengthen the brand’s cultural connection and expand its appeal to younger consumers.
Meng Ziyi recently appeared in her first Michael Kors campaign, highlighting the NoLIta pochette in denim-printed signature logo fabric, referencing designs from the brand’s 2000s archive. She will participate in upcoming campaigns and both digital and in-person activations.
Beijing continues to see increased investment from global fashion brands. Recent retail entrants include Louis Vuitton and Tiffany & Co., which have opened flagship stores in the city’s Taikoo Li Sanlitun area. Additionally, Manolo Blahnik launched its first Beijing location at SKP, with Dior, Cos, Polène, Vuori, Toteme, Armani, and Ami Paris also establishing new presences in the capital.