Burberry opens new store in China

Burberry is continuing to role out new stores this year with the latest in Hangzhou, China, following Paris, Milan and a pop-up in California’s South Coast Plaza mall.

The newest store has opened in the Hubin Yintai In77 shopping mall near West Lake in Zhejiang Province.

Standout store features include a staircase and facade made by local stonemasons, drawing inspiration from classic London architecture and reflecting Burberry’s British heritage.

The space also displays unique wooden sculptural tables designed by artist Casey McCafferty, alongside rugs from British textile artist Tom Atton Moore, demonstrating the brand’s commitment to supporting independent artists.

The new store features the latest Burberry Classics and Summer 2024 collections by Chief Creative Officer Daniel Lee.

And the wider product offer at the location includes a selection of menswear, womenswear, shoes and accessories, including the Rocking Horse bag that’s a big focus of the label’s drive to increase high-margin accessories sales.

The British luxury fashion house is anticipating a rebound in the hugely important Asian market so new stores will be important to it achieving that goal.

Burberry also has a new brand ambassador in China, with the brand late last year having appointed the award-winning actress Tang Wei as its latest face to join its roster of high-profile celebrities.