British label A-Cold-Wall* opens its first store in China

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On Friday June 22, British designer brand A-Cold-Wall officially opened its first standalone store in China, marking the start of its expansion into the Chinese market.

Founder and designer Samuel Ross opened the Beijing branch in partnership with showroom company Tomorrow Ltd and local agency POWER RICH which acquired a minority stake in A-Cold-Wall in 2018. The two companies will be responsible for the branch’s retail, wholesale and e-commerce operations..

Located in the affluent commercial center of Beijing Taikoo Li Sanlitun, the store itself emits striking shades of electric blue. According to Ross, the tone was specifically chosen to represent the region, providing a stark contrast to the typical bright orange hues found in national stores. A similar sapphire palette will be made in future stores in Shanghai and Shenzhen, which are scheduled to open in August and October respectively.

The streetwear brand set foot in the Chinese market as early as 2020, when it started selling through offline stores like Farfetch and online e-commerce platforms like JD.com. Since its arrival, the Chinese market has managed to contribute a significant percentage of the brand’s annual revenue. In reality, annual turnover in China alone travelIed from 2019 to 2022giving the brand the green light to further explore the market.

Ross himself has also been heavily involved in China. Before the COVID-19 pandemic, he not only visited Shanghai several times for sneaker launches with Nike, but also attended the famous fashion show “Intersection”. In an interview, the designer even affirmed his belief that the local brand community in China is more forward-thinking than the rest of the world.

“The types of pieces that appeal to the local community are much more nuanced. [I usually don’t] need to explain the articulation and more forward-thinking elements of A-Cold-Wall. They have a keen understanding [of the offerings] in the field of fabrics and knits.

In the long term, A-Cold-Wall aims to expand further into the Asian market by opening more stores in major cities from 2024 to 2026. So far, the British luxury brand is off to a good start with its store recently open. in Seoul, South Korea.

Since most of overseas fashionable brands are still niche in China, A-Cold-Wall will need to create a solid roadmap to navigate the mainstream market and the extremely fierce competition that comes with it.. With its current strong popularity and recent performance in the Chinese market, the new stores are sure to help the brand get off to a good start.

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