Two international fashion brands opened new flagship stores on Shanghai's Huaihai Road in late October, with several more overseas and domestic brands preparing to follow suit.

On Oct 29, Massimo Dutti opened its Asian flagship store at Hong Kong Plaza. Spanning about 900 square meters across two floors, the store caters to urban men and women aged 28 to 45, with a focus on refined styles for work and everyday wear. It will also serve as a venue for the brand's new product launches and collection previews on the Chinese mainland.

On Oct 30, the Uniqlo Shanghai global flagship store opened at Huaihai 755. The new location is about 350 meters east of its former site at No 887 Middle Huaihai Road.

The new store occupies three floors and covers about 2,800 sq m. Shoppers can explore Uniqlo Flower and take advantage of services at the Re. Uniqlo Studio, which offers clothing repairs and embroidery. International visitors can also use self-service terminals to claim a 9 percent departure tax refund on eligible purchases.

Previously, Huaihai Road had already welcomed a series of new international retailers, further enhancing its reputation as a diverse shopping destination.

Victoria's Secret opened its China flagship store at Longfeng PRSCO, near the intersection of Middle Huaihai Road and Ruijin Road Number One, in September. In June, Zara opened a new five-story flagship store covering nearly 2,000 sq m at Golden World Commercial Building, opposite iapm mall. Together with its store at Shanghai Times Square, the new location strategically positions the brand at both ends of Huaihai Road.

More international brands on the way

More international brands are getting ready to join them. Store hoardings have been erected for the German sportswear brand Puma and the Danish toy brand Lego. Los Angeles-based lifestyle brand ALO is also preparing to open a store near the intersection of Middle Huaihai Road and South Xiangyang Road, with an anticipated opening early in the second quarter of 2027.

Local brands expand their presence

Chinese brands are also adding new stores and shopping options to the area.

In recent years, fashion labels such as Nice Rice and Jorya have established a presence on Huaihai Road. The fragrance brand Documents is expected to open a store next to Songmont in mid-to-late December. Firelady Fur, a fur fashion brand founded by a young entrepreneur from Haining, Zhejiang province, has also chosen the street for its first directly operated flagship store.

At Lippo Plaza, the Chinese smart home appliance brand Dreame is preparing to open a store spanning four floors. The store will feature the brand's complete product lineup, including smart cleaning devices, personal care items, and small home appliances. The opening is scheduled for December.

Sources: Shanghai Observer, WeChat account of Huangpu district government