Shanghai Tang, one of the hottest brands with mainland Chinese customers, has made its European airport travel retail debut at Frankfurt Airport with Gebr Heinemann, offering its unique male and female fashion clothing and lifestyle
products, plus a wide range of accessories, jewellery and fabrics.
While this is the brand's first step into European travel retail it is also its first opening anywhere in Germany, having previously been represented in the fashion capitals of New York, Paris, London and Madrid – as well Hong Kong, Shanghai, Tokyo, Beijing and other cities.
The new Frankfurt Airport offer occupies 22sq m of retail space in the B transit area of Terminal 1, offering apparel for ladies and gentlemen featuring its typical Chinese patterns and perfect cuts, but especially accessories.
Frankfurt Airport owner Fraport says that visitors to the new shop will find a wide range of living products, sunglasses and leatherwear such as briefcases, humorous luggage tags and both classic and innovative purses. The jewellery collections also feature the brand's characteristic Chinese designs on bracelets, chains and earrings – as they also do on its scarves and shawls.
Fraport proudly said: ‘The motifs borrow from Chinese calligraphy, the magic of China?s silk paintings and contemporary Chinese art. Conspicuously bold, hip colors contrast with elegant materials and superb workmanship to craft the collections? special charm. With its product range and ingenious shop design, Shanghai Tang has masterfully catapulted the best of China?s 5000-year-old imperial tradition into the 21st century.’
As the airports company says, since the brand was founded in 1994 by Hong Kong Chinese entrepreneur David Tang it has developed into the first global Chinese lifestyle and luxury brand. The successful concept was born in the first shop in Hong Kong, which attracted attention with made-to order garments in the highest Chinese handicraft tradition, drawing over a million visitors a year.
The brand is also one of the hottest sellers to mainland Chinese in DFS Group's hugely successful Chinachem downtown Galleria in Hong Kong.