As the year draws to a close, Shanghai is witnessing a surge in flagship store openings, fueling consumer enthusiasm and highlighting the city's dynamic retail scene.

South Korea's Musinsa opened its first international flagship store, Musinsa Standard, at the Parkson shopping center on Huaihai Road on Dec 14. Spanning 1,421 square meters across two floors, the store blends Seoul's minimalist design with Shanghai's contemporary style. Nearly 1,500 apparel and accessory items are presented in outfit-focused layouts, while immersive LED walls and a Live Room invite visitors to create and share content on social media.

Musinsa is not alone. On Dec 12, Zara reopened its flagship store on East Nanjing Road after a major renovation. The four-floor, 2,400-sq-m store offers a full range of apparel and features a capsule collection in collaboration with menswear designer Aaron Levine, available exclusively at this location.

Swatch's flagship store at the Swatch Art Peace Hotel has also reopened, combining retail with an art exhibition. Showcasing more than 500 watches, including vintage and limited-edition pieces, and hosting the brand's largest in-house art exhibition to date, the store offers a dynamic space where time, art, and culture intersect.

Shanghai's appetite for first stores continues to grow. From January to October, the city welcomed 848 new first stores, including 498 in food and beverage and 275 in retail. Of the total, 13 stores opened for the first time in Asia, and 134 stores made their debut in China, accounting for 17.3 percent. The stores represent brands from the United States, France, Italy, the United Kingdom, South Korea, Germany, and other countries.

Following the debut of Musinsa Standard, the brand plans to open a new location on Anfu Road. The site will feature around 60 fashion and sports brands from China, South Korea, and other countries, creating a designer-brand hub that reflects both regional and international fashion trends.

If you go

Musinsa Standard

Address: Rooms L1-01, L1-02 & L2-01, 1F-2F, Parkson shopping center, No 918 Middle Huaihai Road

Zara

Address: No 592 East Nanjing Road

Swatch

Address: No 23 East Nanjing Road

Sources: Shanghai Observer and official WeChat account of Huangpu district "shhuangpu"