From Alley To Airport: Beijing Urban Brand NLGX

Urban-Inspired Lifestyle Brand Founded In 2008

NLGX will open two locations in Beijing's airport at the end of this month

NLGX will open two locations in Beijing’s airport at the end of this month

While passing by the Ferragamo, Zegna and Bvlgari boutiques in Terminal 3 of Beijing’s Capital International Airport, travelers may notice a new and somewhat incongruous brand in the mix: Beijing’s very own NLGX. Founded in 2008 by Ed Hung and Michel Sutyadi, NLGX has made a name for itself in the Chinese capital with its urban lifestyle-inspired t-shirts, hoodies and recycled bags. Now, in addition to its flagship in Beijing’s Nanluoguxiang neighborhood (its namesake), NLGX is set to open two boutiques in T3’s international departure section, which will — in trademark fashion — incorporate the company’s ethos of putting a creative spin on Beijing culture.

The Terminal 3 NLGX Design stores, opening at the end of this month, will carry a full line of NGLX t-shirts and recycled bags made from hand-woven newspapers, as well as an all-new collection of gifts and accessories. In celebration of the new stores, this month NLGX is offering a “NLGX PEK Promotion Extravaganza” at its flagship location in Nanluoguxiang. Guests who wear a PEK t-shirt to the store will receive a free P-E-K button, while those who purchase two NLGX t-shirts will receive a free P-E-K tee. The store is also offering its P-E-K keychains at half price, both at its flagship location and its online store.

Prices for products sold in the new T3 NLGX Design stores will be consistent with those at the Beijing flagship, ranging from 90-150 yuan (US$14-23) for t-shirts. In addition to a limited-edition tee area and a special children’s section, the stores will include self-serve “vending machines” carrying a selection of items.

The fact that some 74 million passengers passed through Beijing’s airport last year is heartening for the development of the NLGX brand. As co-founder Ed Hung told Qianlong, he is looking to the airport locations to not only increase sales but stimulate the creation of new original products and lines.

NLGX Design Stores at Beijing Capital International Airport
Terminal 3, International Departures
Next to Gates E11 & E29

NLGX's popular "Do Not Destroy" shirt

NLGX’s popular “Do Not Destroy” shirt



Art & Design, Market Analysis