Louis Vuitton chooses Shanghai to open its first furniture and homeware store, Retail News, Retail ET
Shanghai: Louis Vuitton on Friday announced plans to open a dedicated furniture and a housewares store in Shanghai, the world’s first store for the French luxurious brand as it aims to expand further into lifestyle services for affluent Chinese customers.
The appointments-only gallery, which opens Monday, is housed in a three-story, centuries-old mansion just behind Nanjing Road, the city’s premier high-end shopping district.
Louis Vuitton, a division of LVMH, said in a statement that the showroom will be trialled for several months as a pop-up and, if successful, will become a permanent feature.
Although no price list was displayed at the store during the media presentation, a Louis Vuitton employee said the brightly colored cocoon chair designed by the Campana brothers cost more than 700,000. yuan ($97,860) and a small lamp resembling a glass milk bottle. wrapped in leather strap cost 40,500 yuan.
A smaller annex is dedicated to showcasing the designs of Frank Chou, the first mainland Chinese designer invited by Louis Vuitton to collaborate on the Objet Nomades collection, the name of the furniture line and Houseware.
Finding new avenues for growth, especially among affluent consumers, has become increasingly important for luxury brands in China as luxury spending is pressured by COVID-19 containment measures, the decline of the property market and widespread economic unrest.
Louis Vuitton dipped its toe into a more lifestyle-oriented product in China last month when it opened a store in the southwestern city. citadel includes an exhibition space and restaurant.
“LMVH is trying… to reposition itself as a contemporary luxury brand by exploring new avenues that resonate with China’s dynamic Millennials and Gen Z consumers,” said Bobby Verghese, analyst. GlobalData consumer analytics says 2026.
Verghese considers homeware a good choice for Louis Vuitton, especially in China.
“Unlike their privacy-priority predecessors, Gen Y digital immigrants and Gen Z digital natives are not opposed to flaunting their lifestyles on social media,” Verghese said. “LMVH aims to gain an early edge in this emerging space.”