Evalab, a brand specializing in doll clothing, opened its first store at Tian'an 1000 Trees, a landmark shopping mall in Shanghai's Putuo district, on July 5.

The store, covering more than 280 square meters, marks a major expansion for the brand, offering a comprehensive shopping experience for doll enthusiasts. The opening reflects growing consumer interest in niche doll apparel, an emerging trend among young shoppers in the doll-collecting community.

"We ultimately chose Tian'an 1000 Trees because it is one of Shanghai's leading commercial areas for international visitors, providing an ideal platform to showcase domestic products to global tourists," said Shen Le, brand manager of Evalab.

The company aims to expand in both domestic and international markets by highlighting the appeal of custom-designed doll clothing, Shen said.

The opening day attracted a large number of visitors, with products ranging from basic items starting at 100 yuan ($14.7) to exclusive high-end pieces priced at nearly 1,000 yuan. A limited-edition bridal-themed doll outfit, priced at 1,088 yuan, drew significant attention, with customers lining up to purchase it.

Designer Qi Ge, who has worked in the doll clothing industry for a decade, noted the growing demand for personalized hobbies as a form of self-expression among young consumers. This trend is supported by Shanghai's strong design and retail ecosystem, which provides a solid foundation for the industry's development.

Evalab plans to use the new store as a platform to launch exclusive designs, further enhancing Shanghai's reputation for innovation and international appeal.

From July 1 to Aug 31, Tian'an 1000 Trees is collaborating with BBC Earth to present the "Life at Extremes" digital exhibition, further enhancing its appeal as a summer destination for both local residents and visitors.

Source: Official WeChat account of Shanghai Putuo Media Center