Italian cashmere brand Lanificio Colombo recently relocated its original store in Shenzhen’s MixC mall to a new space, where it plans to open the first Lanificio Colombo men’s store nationwide and the only store with a VIP room. Lanificio Colombo has opened 11 stores across China, including multiple locations in Shenzhen, Shanghai, Beijing, Wuhan, Chengdu, Chongqing, Jinan, and Xi’an. Founded in 1967 and still family-run, Lanificio Colombo is renowned for its high-end cashmere and rare fabric production. The brand entered China in 2016. Despite its relatively lower brand awareness compared to established competitors like Loro Piana and Brunello Cucinelli, Lanificio Colombo’s competitive pricing and refined customer service strategies are helping it gain traction in the luxury market.