Salomon recently celebrated the opening of its Anfu Concept Store in Shanghai, stating that the new location, situated in a historic, French-style building on Anfu Road, “draws inspiration from the Salomon Sportstyle store in the Marais district in Paris and integrates French style with Shanghai’s urban culture.”
Anna Samkova, a strategic advisor to retail CEO’s at Melbourne, Australia-based Albany Advisory, stated on LinkedIn after touring the store: “This is Anfu Road, where fashion influencers, artists and cultural creators congregate. And right here, a French outdoor brand is rewriting the rules of retail positioning.”
Samkova called the positioning and execution “a masterclass in brand evolution.”
David Kibler, Deputy Consul General of France in Shanghai, noted that Salomon has showcased French craftsmanship excellence combined with consistent innovation. “Salomon continues to forge links between our territories, our cultures and our talents,” Kibler 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 the Chinese retail giant Anta Sports.
The company also noted that 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.”
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.”
The Salomon Anfu Concept Store is intended to be a platform that embodies French culture and offers a diverse retail experience, committed to integrating into local Chinese culture and exploring new possibilities for the urban outdoor lifestyle. Before opening the store, Salomon collaborated with 11 local shops on Anfu Road, fostering its strong connection with the local community.
Images courtesy Salomon / Amer Sports, Inc.
