Brioni Doubles Down On China’s Menswear Market

Italian Brand Expanding Rapidly Via Monobrand Stores

Brioni Suzhou

PPR-owned Italian menswear and accessories brand Brioni still sees gold in China’s evolving luxury market, having nearly doubled its locations in the country over the course of this year. Coming on the heels of its grand openings in Wuhan, Guangzhou, Shenyang and Hangzhou earlier this year, Brioni opened two new locations this week in Beijing and Suzhou, bringing the total Brioni monobrand locations in mainland China up to 14.

The Beijing boutique at China World Mall is the company’s fourth in the Chinese capital (following stores at Seasons Place, China Central Place and The Peninsula), and at 200 square meters, is the largest Brioni store in China. The Suzhou location at Matro Shopping Mall, at a more modest 120 square meters, is comparable in size to stores in Hangzhou and Wuhan.


Fashion, Market Analysis, Retail