Swedish performance endurance brand Craft has officially opened its first flagship store in China at the Shanghai Taikoo Hui Mall. Since entering the Chinese market in 2025, the brand has pursued a localization strategy through product launches, pop-up spaces, retail partnerships, and sponsoring local sports events and communities. The newly opened store features a core design theme of “full-scenario endurance equipment,” showcasing the brand’s multi-sport product lines in a minimalist Scandinavian style space that incorporates sustainable concepts. Looking ahead to 2026, Craft aims to further develop its retail network in China.

Related reading: Video: How sports brands are targeting emotions this CNY