As luxury brands downsize in China, French label Hechter Paris is expanding by taking prime retail spaces in top malls formerly occupied by Zegna and Gucci. The brand has opened flagship stores in Beijing, Shanghai, and Shenzhen, shifting focus from store quantity to quality. Long low-profile in China, Hechter is rebranding with sublines Red Hechter and Silver Hechter while targeting airport locations for future growth, leveraging its early China entry and stable mid-premium positioning.