Led by Retail Company and Alexander Wang Backer Youngor Group, the Project Takes Over the Former Barbie Flagship Store
Chinese fashion retail company Youngor Group recently announced its venture into the Shanghai market, launching a sustainability-centric retail project known as Hai550. Youngor Group is also recognized for its investment in Alexander Wang.
The chosen location for this project is the once iconic, bright pink Barbie flagship store which was opened in 2009. This eight-story structure comprises 77,000 square feet of retail space on Huaihai Road, an area renowned for its bustling activity. The store had been vacant for over a decade following Barbie’s departure in 2011 due to high rental costs and lack of amenities such as convenient parking, access to public transportation, and nearby dining options. However, in December, it was announced that Youngor Group would be revamping the site as a mixed-use retail project.
This initiative is a pioneering venture as two local fashion entities partnered to create it. Youngor Group worked closely with Oōeli, a flagship retail project funded by JNBY, one of China’s largest publicly traded fashion companies. They worked in unison to design the Hai550 project to emphasize a “naturally multispectrum urban life”.
The firm stated that “Hai550 is an oasis of tranquility amidst the hustle and bustle of the city, where people can find a place to live in harmony with nature and their own souls.” The building’s sleek glass exterior and interior were designed by Shanghai-based architectural firm Roarc Renew Architects. B1ock, a fashionable multibrand retailer based in Hangzhou, is also integral to the Hai550 initiative and has brought in appealing brands such as Aesop, Balmain Hair, and home fragrance brand Fuct Matrioshka to help attract a metropolitan clientele.
B1ock Art partneried with five contemporary Chinese artists to create a central piece of artwork on the first floor display. The piece is titled “Realities Printer,” and features a robotic arm that creates intricate sand drawings on the floor. The first floor also houses a Patagonia pop-up featuring upcycled outdoor gear.
Besides this, the other floors are home to an array of local fashion, sportswear, lifestyle, and organic grocery brands that all exemplify sustainability. The floors are organized by themes instead of categories and currently feature pop-ups from brands like PabePabe, Fussed, Ankorau, and Uppervoid. The fourth floor features an exhibition space for Youngor Lab, showcasing the firm’s star product – a sturdy cotton and hemp button-down shirt. Since 2006, Youngor has been developing its hemp supply chain in Yunnan province, being one of the earliest to do so in China.
The official launch of Hai550 has been welcomed by local Huangpu district officials as it can help rejuvenate Huaihai Street. This area has been recognized a “cultural consumption destination” since the 1920s. Youngor also sees this as an opportunity to connect with younger customers who have developed a taste for young and innovative fashion and lifestyle brands.
Youngor, founded in 1979 as a menswear label, has since expanded its portfolio significantly. It is not only a stakeholder in Alexander Wang, but also owns global brands like Undefeated and Helly Hansen. Furthermore, it is the distributor for the American clothing company Hart Schaffner Marx in China.
