Salomon is celebrating the Grand Opening of the Salomon Anfu Concept Store in Shanghai. The company said the new location integrates Salomon’s French heritage and pioneering retail space with the local community, marking an upgrade of its retail experience in China.
“Located in a historic, French-style building on Anfu Road, this new concept store draws inspiration from the Salomon Sportstyle store in Marais district in Paris and integrates French style with Shanghai’s urban culture,” the company said in a media statement.
Anna Samkova, a strategic advisor to retail CEO’s at Melbourne, Australia-based Albany Advisory, took to LinkedIn after touring the store and appeared to by amazed at what sports retail had become.
“This is Anfu Road, where fashion influencers, artists, and cultural creators congregate,” she noted in a LinkedIn post. “And right here, a French outdoor brand is rewriting the rules of retail positioning.”
She called the positioning and execution “a masterclass in brand evolution.”
David Kibler, Deputy Consul General of France in Shanghai, offered that Salomon has showcased French craftmanship excellence combined with constant innovation. “Salomon continues to forge links between our territories, our cultures and our talents,” he said.
“The localization of the store represents Salomon’s brand vision, which is made possible by our partners and the warm embrace of local communities,” said Salomon President & CEO Guillaume Meyzenq. “It is becoming increasingly influential that Chinese consumers have presented [a] growing focus on functionality and integrated demands for styling and performance. Along with the grand opening of the store, we look forward to growing with Chinese consumers and bringing more innovation to the world!”
Salomon’s parent company Amer Sports is majority owned by Chinese retail giant, Anta Sports.
The company said the Salomon Anfu Concept Store hosted the debut of the「Road to the Future」Project in China, following its presentation at Paris Fashion Week. “Jingting Bai, Salomon Sportstyle Ambassador, with the specially designed XT-Whisper, made a notable appearance,” the company shared.
John Yin, Salomon VP for Greater China and initiator of the “Road to the Future” Project, added, “Salomon hopes that ‘Road to the Future’ will inspire more original designs and help Chinese design talent enter international markets.”
Prior to the official opening, Salomon collaborated with 11 local shops on Anfu Road, fostering a strong connection with local communities.
As a platform that embodies the French culture, pioneering spirit, and diverse retail experiences, the Salomon Anfu Concept Store is committed to integrating into Chinese local culture and exploring new possibilities for the urban outdoor lifestyle.
Image courtesy Salomon / Amer Sports, Inc.
