CREATING THE ULTIMATE LUXURY FASHION AND LIFESTYLE DESTINATION
SHANGHAI, Oct. 9, 2013 /PRNewswire/ -- Lane Crawford, the iconic, luxury department store, will open the doors of its China flagship store in Shanghai on October 10, providing customers with a one-stop luxury fashion and lifestyle destination in the heart of the city.
Located in Shanghai's Times Square at 99 Huai Hai Zhong Road, the new store encompasses 150,000 square feet (approximately 14,000 square metres) over four floors, with 500 international brands across women's fashion, beauty and fine jewellery, menswear and home and lifestyle.
It is the most extensive international luxury and designer brand portfolio available in Greater China.
The store represents an RMB 400 million investment and is the largest store in Lane Crawford's portfolio, which now totals eight stores in Greater China.
"Lane Crawford is invested in creating the future of global retail, in the market of the future," Andrew Keith, President, Lane Crawford said.
"Global retail leadership is now coming from China, and the China customer is at the forefront of fashion. We set out to create the ultimate luxury fashion and lifestyle destination -- the largest selection of luxury brands in an innovative, highly visual space, offering world-class service at a scale never before seen in Shanghai," he said.
The Shanghai store was designed in collaboration with leading international architecture firm Yabu Pushelberg, who have worked with Lane Crawford on four previous stores. The store's design has taken on a modern gallery approach to retail, enabling Lane Crawford to create dynamic, inspiring and ever-evolving environments throughout.
Mr Keith said the unique collection of products was selected by a buying team of 85 experts based on a deep personal understanding of their Chinese customers and close relationships they have with brand partners globally. Featured brands range from international designers including Alexander McQueen, Givenchy, Lanvin, Saint Laurent Paris to new generation designers including Alexander Wang and Sacai, and contemporary collections including Alice & Olivia and the introduction of J.Crew in China.
"When we opened our first store in Beijing in 2007, we introduced more than 300 new international brands to China for the first time. In Shanghai we're building on that portfolio with greater depth, and driving innovation through an elevated service proposition that includes specialist personalised services not seen before in this market," Mr Keith said.
More than 20,000 square feet (approximately 1,800 square metres) of the store has been dedicated to personalised services in beauty, fashion and lifestyle conducted in luxurious, private styling areas for a unique, tailor-made experience for customers and delivered by 65 stylists and concierge staff.
As part of Lane Crawford's connected commerce strategy, the Shanghai flagship store and Lane Crawford's online store are completely connected to provide a seamless shopping experience both in store and at home. Customers can order online and collect or return their orders at a special Online Shopping Concierge in the store, which is another first in the market.
Another 3,000 square feet (app. 278 square metres) is designated for creative displays and specifically, a space called The Hub aims to showcase and support emerging creative talent in fashion, art and design, by showcasing their work in the heart of the store.
"We're incredibly excited about the creativity originating in China and we wanted to offer new talent the platform to create and collaborate, while giving them exposure to a broader audience," Mr Keith said.
Lane Crawford has also bought into the collections of three China fashion designers, Helen Lee, Ms Min and Chictopia, which are highlighted in the Hub and on the womenswear floor, while the retailer's Fashion Director mentors them on structuring businesses that can ultimately expand internationally.
Mr Keith concluded, "Lane Crawford has a long history in China and particularly Shanghai. Since the company opened its first store here on Nanjing Road in 1872, the city has been an important part of our heritage and we are thrilled to be back in the heart of Shanghai."
