As summer consumption picks up, Xuhui district is seeing an influx of first stores from renowned domestic and international brands. These new arrivals span sectors including fashion, outdoor wear, fitness, and desserts, bringing fresh lifestyle experiences and expanding the district's vibrant consumption scene.

Sinoon — First store in China

Founded in Seoul in 2015 by a designer with a background in painting, South Korean fashion brand Sinoon embraces the concept of "strange beauty", blending artistic expression with a romantic, free-spirited style.

Address: No 30 Donghu Road

Smartwool — First store in Shanghai

Founded in Colorado, the United States, Smartwool combines natural Merino wool with advanced textile technology to create breathable, comfortable, and high-performance apparel suited to outdoor activities in changeable weather.

Address: Grand Gateway 66, No 1 Hongqiao Road

Lagree Studio — Asia flagship store

Lagree Studio has opened its first location in China, bringing the US-developed Lagree training method to Shanghai. The women-focused studio uses slow, controlled movements and continuous muscle tension in 45-minute sessions designed to build strength and tone muscles while minimizing stress on the joints.

Address: Neo Young 6, No 932 Hengshan Road

Markgong — First physical store in China

Drawing on the fashion cultures of Shanghai and New York, fashion brand Markgong has opened its first brick-and-mortar store in China at iapm Mall. The store highlights immersive spatial design and displays avant-garde pieces that convey strength and order.

Address: iapm Mall, No 999 Middle Huaihai Road

Honglou Gelato — First themed concept store in China

Local handmade gelato brand Honglou Gelato has opened its first themed concept store, blending futuristic design with its signature "C-elato" creations, which pair Chinese ingredients with Italian gelato-making techniques. The space offers tastings, photo spots, and leisure areas, creating an immersive destination for sweet treats and social experiences.

Address: iapm Mall, No 999 Middle Huaihai Road

Source: WeChat account of Xuhui district government