Swedish endurance sports brand Craft opened its first concept flagship store in China at HKRI Taikoo Hui in Shanghai's Jing'an district on Jan 29.

Founded in 1977, Craft has built its reputation on technical apparel for endurance sports, including running, cycling, training, and skiing.

The new store is designed around a "full-scenario endurance experience", emphasizing everyday activities such as running and training, while also accommodating more specialized disciplines, including cycling and skiing. Several core product lines are available, enabling consumers to choose professional apparel suited for various sports, climates, and intensity levels all in one location.

The flagship store also reflects Craft's long-standing approach to product development, which begins with athletes' real needs.

Before opening at HKRI Taikoo Hui, Craft completed its initial market testing phase in Jing'an. In April last year, the brand opened a temporary experience space at Zhangyuan, focusing on running and cycling to gain insights into how Chinese consumers react to functional fabrics, base layers, and long-distance performance gear. Feedback received during this period has influenced product choices, in-store displays, and retail planning for the flagship launch.

As part of its China strategy, Craft has begun developing Asian-fit products, adapting silhouettes and materials to better suit Asian body proportions and local climate. By opening its first concept flagship in Jing'an, the brand aims to refine its offerings alongside Chinese runners and create a retail space that combines product experience with community engagement.

If you go

Address: Room L335, L3, No 288 Shimen Road Number One

Transport: Metro Line 13, West Nanjing Road Station, Exit 6

Source: WeChat account of Shanghai Jing'an Media Center