Italian luxury hatmaker Borsalino is gearing up for a significant foray into the Chinese market. This move will be facilitated through a partnership with Shanghai’s Essence Group.
A comprehensive five-year plan for development has been constructed, targeting both retail and e-commerce sectors. Instead of an aggressive, large-scale rollout, the partnership intends to gradually establish Borsalino’s brand presence in China.
The first Borsalino retail location in China is set to open in Shanghai in the first half of this year. This store will be run directly by Borsalino, marking the brand’s debut retail venture in mainland China. The Shanghai store will also act as a reference point for future store openings.
Details regarding the timeline and number of stores to be opened in key luxury hubs across Greater China are yet to be released.
In addition to expanding Borsalino’s physical retail presence, Essence Group will also oversee Borsalino’s online strategy in China. A flagship e-commerce store is expected to launch later this year. This digital presence will be further supported by campaigns across various Chinese social media and content platforms, such as Red, Douyin, and WeChat.
Essence Group’s CEO Alec Hou appreciates the unique appeal of Borsalino, noting how its authority is immediately recognized by discerning consumers across various cultures. He highlights that the partnership aims to respect and safeguard Borsalino’s rich heritage while introducing its relevance to a new generation of Chinese consumers.
Borsalino, set up in Alessandria in 1857, has built its reputation around its heritage felt hats and is regarded as one of Italy’s oldest operating accessories brands.
On the other hand, the Essence Group, established in 2000, will add yet another European luxury brand to its portfolio, which already includes globally renowned labels such as Chanel, Prada, Loewe, and La Mer.
What is the plan for Borsalino’s expansion in China?
A five-year development plan has been outlined to gradually establish Borsalino’s presence in China, focusing on both retail and e-commerce sectors.
When and where will Borsalino’s first store in China open?
Borsalino’s first official store in China is set to open in Shanghai in the first half of this year.
Which company is partnering with Borsalino for its Chinese expansion?
Borsalino is partnering with Shanghai-based Essence Group for its expansion into the Chinese market.
