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French luxury jeweler Boucheron has opened its first flagship store in China, as part of its Asia growth strategy.
The store, located in Xintiandi district of Shanghai, is the third flagship location worldwide for the Kering-owned brand, it said last week. The retailer also has its landmark maison in Paris’s Place Vendôme, as well as a flagship store in Tokyo.
“Opening our first flagship in China is a huge milestone for Boucheron, and I’m delighted to be writing this next chapter of a story that’s less than a decade old,” said Boucheron CEO Hélène Poulit-Duquesne. “When I joined Boucheron, I made Asia — and China in particular — a strategic priority. With no footprint in the region, we had to build everything from the ground up. We’ve experienced remarkable growth in recent years and now have 17 stores across mainland China. Yet, we didn’t have a street-level flagship in China; this vast boutique in the heart of Shanghai fills that gap.”
The new location encompasses 3,000 square feet, with a setting that “marries heritage and innovation,” Boucheron added.
Main image: The outside view of the Boucheron China flagship. (Boucheron)
