Jing'an district has kicked off 2026 with a wave of first-store openings, as several international brands debut their China locations in the area.

Earlier first-to-China openings include:

 Craft — Swedish endurance sports brand; first concept flagship store in China

 Beyond The Vines — Singapore-based design label; first store in China

 Revanna — Saudi fragrance brand; first boutique in China

The latest addition is London-based independent fashion label Studio Nicholson, which has opened its first China flagship store at Reel Mall. The brand operates stores in London, Tokyo, and Seoul, and collaborates with around 300 retail partners worldwide. Last year, it entered China's online market through the Tmall Luxury Pavilion. The Shanghai store marks a further step in its expansion in the country.

The interior concept builds on a new store design introduced in London during the brand's 15th anniversary last year. Inspired by modernist architecture, founder and creative director Nick Wakeman has described the space as combining the qualities of a gallery and a home. The store includes a bright, open retail area for ready-to-wear collections, as well as a more private accessories section designed with natural materials and organic forms.

Founded in 2010, Studio Nicholson is recognized for its focus on fabric, construction, and everyday functionality. The brand launched menswear in 2017 and unveiled its first luxury handbag collection in 2024.

If you go

Address: 2F, Reel Mall, No 1601 West Nanjing Road

Source: WeChat account of Shanghai Jing'an Media Center