Desigual boosts Asian expansion drive with first Shanghai flagship

Barcelona-based fashion brand Desigual is reinforcing its foothold in Asia, setting its sights on China with the opening of its first physical store in Shanghai—the third Desigual address in the country.

“This opening aligns with our strategy to further develop our business in Asia and drive growth in China. We aim to solidify our position in key markets while continuing the global upgrade of our entire retail network,” explained Desigual’s Asia-Pacific General Manager, Balázs Krizsanyik.

Located in Shanghai’s Lady Fashion Mall, between the renowned shopping areas of Middle Huahai Road and Xiantiandi, the flagship extends over 230 square meters and offers Desigual’s full range of women’s apparel and accessories.

Inspired by the modernist movement and the works of Antoni Gaudí, the store’s interior design reflects a new architectural concept rooted in naturalism and organic forms. The decor was chosen to create a unique experience, bringing local customers closer to the spirit of Barcelona that defines the brand.

This opening is part of Desigual’s broader expansion and adaptation strategy on the Asian market, initiated in 2008 with its first store in Singapore. Today, the Barcelona-based company operates nearly 200 stores across the region, including directly owned shops and multi-brand spaces, with Japan its fifth-largest market by revenue.

In China, Desigual signed a joint venture with its local partner, E-Shine, in 2022, with an ambitious goal to reach €40 million in revenue by 2027, supported by both online sales and physical boutiques. Through this partnership, Desigual plans to open up to 60 standalone stores in major cities beyond Shanghai and Beijing.

“Understanding consumer habits and preferences in the Chinese market is essential for success. We strive to provide a unique experience at every touchpoint and connect with new customers through collections tailored to their needs and market trends, while preserving Desigual’s essence—the uniqueness and character of our garments and the spaces they inhabit,” Krizsanyik concluded.

Founded by Thomas Meyer in 1984, the Barcelona-headquartered company has around 390 standalone stores across over 109 markets worldwide, and is distributed via 10 sales channels. According to its most recent financial data, Desigual recorded a revenue of €379 million in 2022, marking a 2.2% increase over the previous period.