THE WHAT? Serge Lutens, the French fragrance brand owned by Shiseido Group, has opened its first standalone boutique in mainland China.

THE DETAILS The store has launched at Shanghai’s IFC Mall and marks Serge Lutens’ official retail entry into the Chinese market. The boutique incorporates design elements from the brand’s Paris flagship. Prior to the opening, Serge Lutens had engaged Chinese consumers through exhibitions and trade events rather than permanent retail.

THE WHY? The move signals Shiseido’s intent to strengthen its position in China’s growing prestige fragrance market. However, the sector is becoming increasingly competitive, with established luxury players and fast-rising local brands both vying for consumer attention, making brand-building and loyalty a key challenge for new entrants.

Source: Jing Daily

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