AU BRANDZ Opens Shanghai Anfu Road Flagship, Accelerates Push into Chinese Market

- Over 4,000 Visitors and 27 Million KRW in Sales on Opening Weekend, Marking a Strong Start
- Strengthening Presence in Shanghai with Dual Strategy on Anfu Road and Nanjing West Road

Fashion company AU BRANDZ, led by CEO Kim Jihoon, has opened a Rockfish Weatherwear flagship store on Anfu Road in Shanghai, accelerating its efforts to target the Chinese market.

The store recorded 27 million KRW in sales on the first Saturday after its pre-opening in September, drawing more than 4,000 visitors in a single day and demonstrating strong interest. Anfu Road, often called the "Seongsu-dong of China," is a key commercial district that brings together fashion, culture, and lifestyle. This opening is seen not just as the launch of a new store, but as a milestone that cements the brand's symbolic status in the market.

Building on this achievement, AU BRANDZ is preparing to open a second store on Nanjing West Road, the heart of Shanghai’s commercial districts. Nanjing West Road is a bustling area known for its concentration of global luxury brands, and the new flagship is expected to serve as a catalyst for expanding brand recognition and driving sales growth. The dual strategy of establishing presences on both Anfu Road and Nanjing West Road is anticipated to solidify the brand's position in Shanghai and serve as a springboard for expansion into other cities.

The Beijing Sanlitun store, which opened earlier, has been operating steadily, consistently generating daily sales in the 20 million KRW range. The area’s concentration of young consumers has amplified the effects of social media exposure and influencer marketing. Similarly, the Shenzhen MixC World store has quickly gained traction among local shoppers, achieving daily sales in the 10 million KRW range. Shenzhen, recognized as an innovation hub, serves as both a testbed and a base for the brand’s global expansion. With the FW season approaching, demand for weatherwear items such as outerwear and boots is expected to more than double sales.

AU BRANDZ, through its joint venture AU BRANDZ HANGZHOU TRADING CO., LTD., continues to aggressively expand its presence in major Chinese cities. Following the consecutive openings in Beijing and Shenzhen in August, the company plans to open additional stores in five regions-including Shanghai, Chongqing, Beijing, and Hangzhou-by the end of the year. In addition to its offline stores, AU BRANDZ will accelerate its omnichannel strategy by launching official flagship stores on Tmall and Xiaohongshu in September, integrating both online and offline channels.

A representative from AU BRANDZ stated, "The Shanghai Anfu Road flagship marks the beginning of Rockfish Weatherwear’s establishment as a premium brand in the Chinese market." The representative added, "We plan to solidify our position in China through the stable performance of our Beijing and Shenzhen stores, the opening on Shanghai’s Nanjing West Road, and increased demand during the FW season." They further commented, "By the end of the year, we will operate eight stores in Korea and 22 stores overseas, accelerating our global market expansion."