Shang Xia, the Chinese subsidiary of Hermès International, will open its first French store in Paris’s ultra-chic Saint-Germain-des-Près neighborhood on September 12.
The brand’s first store in Europe will occupy a 70 square meter space located at 8 Rue de Sèvres (6th arrondissement). Japanese architect Kengo Kuma designed the shop, which will feature objets d’art, clothes and jewelry made from traditional Chinese materials.
Parisian fashionistas will be introduced to collections made from bamboo, Mongolian cashmere and even Chinese eggshell porcelain.
Before the opening of this store, Shang Xia has operated solely in China, where it has two stores, one in Beijing and one in Shanghai. The new Paris store will be the brand’s first abroad.
Shang Xia, meaning “up” and “down”, recently opened a second store in China, with a boutique in Beijing’s China World Mall.
The Chinese brand, established in 2008, is attempting to build a domestic luxury label in a modern Chinese aesthetic, and has added to its presence in Shanghai with a new store in Beijing.
Hermes has opened its first boutique for its new brand Shang Xia — a bold strategy that highlights China’s growing importance to luxury goods companies.
“We are very moved — this is like the birth of a child,” Hermes chief executive Patrick Thomas said ahead of the inauguration of the shop in Shanghai.
The store, a picture of minimalist chic, offers clothing, home furnishings, shoes and tableware — a collection inspired by tea, and made from traditional Asian materials such as bamboo, cashmere and porcelain.
This spring, Hermes plans to launch a new brand, called Shang Xia (meaning “topsy-turvy” in Mandarin), in the lucrative Chinese market.
It’s an interesting move from Hermes, who generally tends to buy all or part of existing brands.
Shang Xia will include ready-to-wear and decorative arts inspired by Chinese culture and traditions of craftsmanship.