Parisian elegance meets Chengdu chill at Lemaire’s China debut

Overview This week, Lemaire debuted its first standalone store in China at Chengdu’s Taikoo Li, marking a significant expansion for the Parisian brand. The store’s design incorporates elements of local culture, with bamboo as a recurring motif – seen in door handles, blinds, and floor tiles – adding an organic touch to the minimalist space. These nods to local craftsmanship blend seamlessly with Lemaire’s signature elements, such as Enzo Mari furniture, abaca mats, and bejmat tiles, creating an understated yet sophisticated environment. Artistic directors Christophe Lemaire and Sarah-Linh Tran commented on the synergy between Chengdu’s relaxed, refined pace and the brand’s ethos. The Chengdu location is now the third Lemaire boutique in Asia, joining the brand’s exclusive portfolio of six direct stores globally. Netizens’ Reaction The opening has stirred enthusiasm among Chinese followers, especially those on Xiaohongshu, where anticipation had been building since the artistic directors’ summer visit to Chengdu. This excitement reflects the brand’s successful engagement with Chinese consumers over the past few years. Through its Tmall flagship store and Xiaohongshu account, Lemaire has strategically cultivated a presence in the Chinese market, fostering brand recognition ahead of its physical debut. Verdict Founded by Christophe Lemaire in 1991 and reinvigorated by Sarah-Linh Tran in 2010, Lemaire has evolved into a symbol of “quiet luxury,” emphasizing timeless Parisian style over seasonal trends. This ethos has resonated with China’s increasingly discerning fashion community, particularly as the demand for understated luxury grows. Hero items like the Croissant handbag have driven nearly 96 million views under the “Lemaire Croissant Handbag” hashtag on Xiaohongshu, highlighting the product’s desirability and the brand’s broader appeal. By choosing Chengdu over larger cities like Beijing or Shanghai for its first China store, Lemaire signals a deliberate strategy that embraces the distinctive character of China’s southwestern region. Chengdu’s rising status as a luxury capital, combined with its relaxed, authentic lifestyle, aligns naturally with Lemaire’s identity. By prioritizing a culturally resonant approach to expansion, Lemaire underscores its commitment to fostering a thoughtful, long-term connection with Chinese consumers, bringing a touch of Parisian elegance to one of China’s most dynamic cities.

Parisian elegance meets Chengdu chill at Lemaire’s China debut

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Published November 16, 2024

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Parisian elegance meets Chengdu chill at Lemaire’s China debut