The French outdoor equipment Salomon has expanded its presence in China. On Sunday, the company belonging to the Amer-Sports group announced the opening of the Salomon Angu Concept Store in the metropolis of Shanghai.
As a location, the company chose a “French style” building in the historic shopping street in Finu Road. The new concept store is inspired by the Salomon Sportstyle Store in the Marais district of Paris and combines “the French style with the urban culture of Shanghais”, according to a message.
Salomon attached particular importance to the “localization” of the store and the integration of local culture. The concept of the brand in China is a “strategic upgrade” “strategic upgrade”, the company said.
The “Road to the Future” project celebrated its premiere in China in the newly opened concept store, for which native design talent shoe models from Salomon had interpreted individually. The designs had previously been presented at the Fashion Week in Paris. In addition, the store claims to work with neighboring retailers in the ANFU Road in order to “promote a close connection with the local communities”.