Crescite Et Multiplicamini: China’s Top Multi-Brand Boutiques

Known for its voracious fashion appetite, the Chinese became world renowned for their seemingly endless need for luxury. Yet as new money’s glimmer has worn off, the allure of conspicuous spending habits have become passé and dare I say… downright gauche in first tier cities.

There is no doubt boutique retail channels help independent designers grow and flourish in the market, adding to the richness and depth of the country’s design diversity.

These sentiments have been replaced by behavior that is on par with mature economies — think the growing preference for stealth wealth, athleisure (which is just starting to peak in the country) and a newfound taste for independent designers. When coupled with an eager to shop Gen Z (post-95) and Millennial (post-80s and post-90s) consumer who is increasingly individualistic and has an appreciation for niche brands, a fertile breeding ground was created for the birth of domestic multi-brand boutiques.

These changing macro-factors have been further supported by a unique demographic of largely only-child adult shoppers who may happen to be fu’er dai — second generation rich, offering a rather healthy discretionary spending power support to this retail trend.

While the long-term profitability of these smaller brick-and-mortar formats have been a point of debate in the local industry, there is really no doubt these retail channels have helped independent designer brands grow and flourish in the market adding to the richness and depth of the country’s design diversity.

Temper Magazine hereby presents some of the country’s top multi-brands to know! 

Dong Liang

With Dong Liang’s trio of founders — Tasha Liu, Charles Wang & Lang Nan — having been featured in BoF’s 500 list the boutique chain is one that really needs no introduction among China’s fashion fans at home or abroad. Launched in 2009 the boutique has gained an impressive Weibo following 258,390 plus followers and boasts locations in Beijing and Shanghai. Need to know labels including Nicole Zhang, Shushu/Tong, Yirantian, Pronounce and Angel Chen along with newer names such as Mobius Studio are stocked.

Weibo | WeChat ID idongliang

Shop locations: 

6 Chaowai Street, Building 2, Unit 102, Beijing

184 Fumin Road, Shanghai

Lane 764, House 2 Changle Road, Shanghai

Brand New China

Owned and operated by media maven Hung Huang, who is has earned comparisons to Oprah, Brand New China also known as BNC. The store was opened in 2010 in Beijing’s prime shopping location TaiKoo Li Sanlitun. The brand boasts 94,260 plus Weibo followers. Brands such as Fake Natoo, Boundless, Joqiao Ding, Evening and Renli Su are stocked.

Weibo |  WeChat ID Brand_New_China

19 Sanlitun Road, B-09a, TaiKoo Li Sanlitun, Beijing

Playlounge

Playlounge is a fun multi-brand that first opened in Beijing’s youth oriented Xidan district. Housed in the Joy City mall, the shop is an eclectic mix of designer products meets coffee shop, book bar and lifestyle space that so encapsulates the country’s growing preference for more dynamic retail. Inside, you can find major Asian brands and independent designer labels such as Chaotique and Ankimeki. The multi-boutique chain has since expanded to a second location Beijing and has also opened in Shenyang.

Weibo | WeChat ID PLAYLOUNGE_love

With local players opening boutiques across the country on a micro regional level, in most cases focusing on one specific city — two at the most, one can only wonder how many other stores there are across China as a whole.

Galatea Wan

Located in Beijing and with a social media following of 35,990 plus followers Galatea Wan is another boutique to know located in China’s capital, Beijing. Major designers such as Vega Zaishi Wang, Comme Moi and Yuzzo are stocked while private collaborative events are often held in the minimalist store space. The multi-brand also has a second location in Changsha according to its Weibo page.

Weibo |WeChat ID Galatea-wan

2 Jianguomen Outer Street, B01-02, Beijing Yintai Centre, Beijing

Hug

Chengdu’s cultural importance has made it a major fashion bastion in the country’s western region. It’s retail scene has showed healthy development which includes multi-brands such as Hug. The shop was reportedly launched in 2016 following two years of preparation by Sichuan locals in partnership with Dong Liang. Operated from an international perspective through the store’s selection of clothes, accessories and lifestyle products customers can experience a blended taste of Eastern meets Western culture. Uma Wang, Samuel Guì Yang and Moto Guo are stocked.

6 Dongda Street, 1F Unit 6, Time One Building, Chengdu

Four

Another mainstay of Chengdu’s boutique scene, Four is a long time multi-brand fixture in the city. Brands such as Tommy Zhong, Moonstop Studio and Qiu Hao are stocked while themed events featuring collaborations with local designers and international creatives are regularly held in the store.

Weibo | WeChat ID sihefour

3 Tianxian Qiao North Road, No 19, Chengdu

Round Round

Opened in Nanjing, Round Round has been a name that has been popping up the radar recently. And with good reason, while the store has a small Weibo following according to the boutique’s WeChat account the multi-brand chain has opened five locations across the city. Boasting an impressive stock of established designers brands names such as Chictopia, Feng Chen Wang, Ricostru and Helen Lee are carried.

Weibo | WeChat ID roundoround

The Fashion Door

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