Misto Holdings is reinforcing its commitment to the Greater China market with the launch of the first local store for French casualwear label Marithe Francois Girbaud.
The new flagship, located in Shanghai’s lively Xintiandi district, was designed to resonate with China’s young, style-conscious consumers. Among the highlights is a “DIY Eco-Bag” customisation station, where shoppers can design their bags.
The Shanghai opening is part of a wider regional rollout, with three more stores planned in major cities including Hangzhou and Beijing. Upcoming locations include high-profile retail hubs such as IN77 (Hangzhou), Taikoo Li (Beijing) and IAPM Mall (Shanghai).
“This Shanghai flagship will be a pivotal point for expanding brand awareness throughout Greater China,” said a Misto Holdings spokesperson. “We will continue to present unique brands that embody authenticity and through our executional know-how and market insight, allow our value to speak for itself.”
Marithe Francois Girbaud was once launched in China by distributor Premier Brands Asia in 2008 before it had to close after a few years, citing financial difficulties. Alongside the Girbaud launch, Misto is broadening its fashion footprint in the region by introducing a growing line-up of Korean fashion brands, including Matin Kim, Raive and Rest & Recreation.
