The Budapest-based fashion house has recently launched on Alibaba Group’s business-to-consumer marketplace Tmall and opened a store in Shanghai.
The fast-growing brand, worn by Michelle Obama, Yang Mi and Billie Eilish, is out to make a big splash in China, targeting nine stores across the world’s second-largest economy by 2026.
“China continues to be at the very forefront of the luxury sector and presents a significant long-term opportunity for us,” Nanushka’s CEO Péter Baldaszti said in a statement on Monday.
Nanushka’s China push is part of a broader international expansion that is currently underway. The brand has opened brick-and-mortar stores in New York and London since 2019 to complement its flagship store in Budapest.
Yet, China is still likely to be the brand’s biggest investment and the largest footprint in the coming years. Last month Nanushka opened a Shanghai store in the upscale IAMP shopping mall. They are engaging and collaborating with locally based creatives in order to build a community around their Shanghai store.
Next up, Nanushka plans to open a store by the end of 2022 in the centre of Chengdu, the capital of China’s southwestern Sichuan province.
