Bosideng opened a new flagship store on Shanghai’s Nanjing Road, attended by founder Gao Dekang, British designer Kim Jones, and brand ambassador Eileen Gu. The store features a Mount Everest-inspired design with layered aluminum panels and digital screens across three levels. The flagship debuted Bosideng's new premium Areal product line, designed by Kim Jones, combining fashion tailoring with cold-resistance technology for -30°C warmth. This opening marks another step in Bosideng’s strategy to challenge international brands in the premium down jacket market.