Four Additional Stores to Open This Month
Distribution Expansion in Greater China for Brands Like Matin Kim and Raive
Growth Driven by Extensive Experience and Network in the Region
On July 7, Misto Holdings announced that Marithe Francois Girbaud, its French casual brand operating in Greater China, opened its first store in the region on July 3 at 'Xintiandi' in Shanghai, China.
The new Shanghai store features photo booths and various objects throughout the space, allowing customers to naturally enjoy the brand experience. In particular, many visitors took commemorative photos in the photo booth that visually expresses the brand's unique universe.
At the opening event, popular Chinese actor Xu Yuehan made a surprise appearance and directly interacted with local fans. The DIY eco-bag making activity, where participants could decorate their own bags, was so popular that long lines formed at the venue. In addition, the 100% winning lucky draw event offered a wide range of prizes, from coffee coupons to keyrings, socks, and mini bags, receiving an enthusiastic response from customers.
Starting with the opening of the Marithe Francois Girbaud Shanghai store, Misto Holdings plans to accelerate the brand's entry into the Chinese market by opening three additional stores in major cities such as Hangzhou and Beijing. The new stores will be located in key commercial districts: IN77, a landmark shopping mall in Hangzhou; Taikoo Li, the trend-setting hub in Beijing; and iapm, a premium mall in Shanghai.
In addition to Marithe Francois Girbaud, Misto Holdings plans to accelerate the distribution of leading K-fashion brands in Greater China, including Matin Kim, Raive, and Rest & Recreation.
Based on its extensive experience in the Greater China market, Misto Holdings has established a strong network with major local commercial districts, and therefore expects to secure stable entry into key regions.
Furthermore, Misto Holdings' customized marketing, which is deeply attuned to the sentiments and trends of local consumers, is proving to be a driving force in effectively reaching Greater China consumers while maintaining each brand's unique identity, resulting in positive feedback.
A Misto Holdings representative stated, "Marithe Francois Girbaud will accelerate its brand awareness across Greater China, starting with this Shanghai store," and added, "We will continue to actively introduce a variety of brands that embody the identity of K-fashion in Greater China, leveraging Misto Holdings' know-how and network."
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