EIDER, a French outdoor brand founded in 1962 in Chamonix, opened its first flagship store in China in the fourth quarter of 2025 at Shanghai Global Harbor in Putuo district. With its distinctive positioning and premium services, the brand quickly entered Shanghai's high-end outdoor market.

Since the opening, the 280-square-meter flagship store has achieved average month-on-month sales growth of more than 25 percent. Customers spend an average of over 3,000 yuan ($434), and the repurchase rate among core VIP customers stands at 35 percent. Core products, including down jackets and outdoor jackets, have seen steady monthly sales growth.

EIDER's competitive edge lies in its outdoor gear, designed not only to meet the rigorous protective requirements of professional activities such as alpine skiing and trekking but also to feature a sleek urban aesthetic suitable for daily wear, embodying the brand's core concept of "from snow-capped mountains to city streets".

"Selecting Shanghai Global Harbor for our first China store is a strategic move to deepen our roots in the Chinese market," said Xiao Wenbao, store manager of EIDER Global Harbor. He added that the mall's prime location and diverse customer base, including outdoor enthusiasts, urban fashion lovers, and family shoppers, align perfectly with EIDER's target demographics.

To boost brand awareness, EIDER has built a comprehensive omni-channel marketing strategy, featuring offline billboard advertisements at the Aurora building in Lujiazui and the twin towers of Shanghai Global Harbor, alongside targeted online campaigns on platforms such as RedNote and Weibo.

The thriving cluster of flagship and first stores in Putuo district has effectively boosted regional consumption, further consolidating Shanghai's status as an international consumption center city.

Source: Official WeChat account of Shanghai Putuo Media Center at "shputuo"