Alfred Dunhill unveils new retail concept in Beijing
Luxury men’s fashion and accessories brand Alfred Dunhill has opened a new store in Beijing.
Nestled on Jianguo Road in the Chaoyang District, the latest China branch is located on Level 2 of Beijing’s SKP Shopping Centre. It features Dunhill’s famous retail Home design concept: elegant, sophisticated and masculine, with design accents that mimic Dunhill’s flagship store in London.
Taking the store count in Beijing to four (including two outlet stores), the new flagship offers the complete range of Dunhill products for men, including ready-to-wear, bespoke suiting, leather goods, and accessories, in which it started out producing first as a saddler back in England in 1893.
Nowadays, Dunhill is a division of Richemont, the Swiss-based, South African-owned group that is the third largest luxury conglomerate in the world. Dunhill, which owns a global chain of some 70 boutiques, is today located across every continent in most major cities.
In bid to bolster its global sales reach, Dunhill in early 2017 recruited Mark Weston as its new creative director, poaching him from Burberry.
After the showing of his Spring 2018 collection in London in June, Weston spoke to reporters about the “international” direction that he wished to take the quintessentially British brand.
“What I want for Dunhill is to be relevant. To make great clothing, for our times. To be British, but with an international outlook,” Weston said, after his June menswear show in London.
The new Dunhill store opening follows a string of store closures in China by the British luxury brand last year. According to the latest report by the investment research and management company Bernstein, Dunhill — along with fellow Briton Burberry — reported the most store closures in China between July 2016 and July 2017.
For the twelve month period China witnessed 62 net closures of luxury brand stores, the largest number observed by the research firm compared to other significant markets.