Italian fast-fashion brand Subdued has recently opened its first store in Asia in Shanghai, marking its official entry into the Chinese market. The global expansion strategy of Subdued aligns with its approach to the Chinese market, following a 30% equity acquisition by investment firm Nuo in March this year, valued at approximately 70 million euros ($76 million). Subdued shares a similar brand positioning and store style with Brandy Melville, focusing on young, casual wear. However, Subdued offers products in various sizes, with apparel priced between 200 RMB and 600 RMB ($27 to $82). Currently, Subdued operates 130 stores worldwide, with revenue of around 120 million euros ($130 million) in 2023, over 50% of which comes from markets outside Italy.