Chinese lifestyle, home and fashion brand backed by Hermès, Shang Xia has confirmed that it has big ambitions for the travel retail channel and hopes to open new standalone boutiques at Beijing, Heathrow and Hong Kong international airports in the next five years.
Tina Priscilla Tam, the brand’s Vice President, Travel Retail and Wholesale Business for Asia Pacific told TRBusiness that she believes that travel retail is the ideal channel to communicate the brand’s message to travellers ‘who value and appreciate the beauty of the culture’.
“Shang Xia’s strives to preserve China’s fading traditions of craftsmanship and re-evaluates the tradition in the context of contemporary lifestyles,” says Tam. “China’s great heritage of technical ingenuity shimmers with potential.
“Wooden furniture; bamboo woven on porcelain; cashmere felt; eggshell porcelain…These remarkable materials are transformed by the CEO and creative designer – Qionger Jiang. Her inspiration embodies both beauty and utility.
BRIDGING EAST AND WEST
“’As above, so below’; the translation of Shang Xia is simple, but profound. It speaks of heritage and construction; of intangible bridges, which link tradition and the present; east and west; art and lifestyle; human and nature.”
Shang Xia has confirmed that it has big ambitions for the travel retail channel.
Tam believes that Hong Kong Airport is a perfect location for the brand to open a standalone boutique. “Hong Kong is one of the most popular destinations for international tourists,” identifies Tam.
“A place where ‘east meets west’, reflecting the cultural mix of the territory’s Chinese roots with influence of foreign cultures. A good standpoint for the brand to transmit the message of beautiful Chinese heritage and tradition to the world.”
Shang Xia boutique at Hongqiao Airport.
The flagship Shang Xia store in Shanghai.
London Heathrow is also on the wish list. “Travel retail is a window to the world. With the dynamics of the channel, it is true that some brands consider it as a sixth continent.
“They have regular travellers who enjoy discovering new and inspired ideas and culture.”
GLOBAL APPEAL?
The brand is keen to relay that just because it was born in China, does not mean that it only appeals to one market, but can appeal to those of all nationalities ‘inspired by the preservation of beauty’.
The brand offers cross-category merchandise from homeware, to clothing and jewellery.
The brand already boasts boutiques in Paris, Shanghai and Beijing (domestic). “Apart from the above locations, Shang Xia has a partnership in Taiwan where it has already opened two shop-in-shop concept stores in August [with the Shankong group],” says Tam. “The next step will be Hong Kong in January 2017.
“We focus not only on destinations for Chinese travellers. We review destinations and partners who understand the brand and share the same core values.”
The brand will open a new standalone store at Beijing Airport’s Terminal 2 in Q2 2017, building on its success Hongqiao Airport.
TRUST IN TRAVEL RETAIL
“The successful story gives us the confidence and trust in travel retail; a channel that allows us to share the values of the brand to a wider population and other nationalities,” adds Tam.
Shang Xia ‘Art Haus’ boutique in Taipei, Taiwan.
“We believe Beijing Airport T2 is the next important step for us to open in the capital city’s main travel gateway. Of course, we will explore other Chinese airports.”
The Beijing store will carry Ready to Wear, costume jewellery, tea-ware, and home ware. Although the company doesn’t currently merchandise these categories in separate boutiques it is open to new concepts.
“We are not limiting ourselves and we are happy to explore new concepts to better serve our customers.”