In February, a widely shared story about seven Middle Eastern tourists going on a shopping spree in Shanghai drew attention. Among the purchases associated with the trip was a custom order at Sandriver, where one customer commissioned dozens of cashmere scarves, totaling around $20,000. After returning home, the same customer placed an additional order worth more than $10,000 and has expressed plans to continue commissioning items in Shanghai regularly.

This reflects a broader shift. Along West Nanjing Road, more brands are focusing on customization, bringing together local labels, heritage shops, and international names. Together, they are shaping a retail environment centered on personalization and quality.

Why overseas visitors are choosing custom-made

At Sandriver's Zhangyuan store, international customers are a common sight. One visitor from Ireland selected a coat combining fine cashmere with the pulu techniques from Xizang autonomous region, a traditional handicraft used in garments and ceremonial textiles, and chose to have it custom-made as the standard size did not fit.

Customization here goes beyond simple alterations. Each piece is adjusted based on the customer's body shape, typically at an additional cost of around 10 percent. The Middle Eastern visitors mentioned earlier, for example, preferred traditional square scarves, prompting a tailored order that was delivered within a short timeframe.

Nearby, on North Shaanxi Road, the historic brand Longfeng Qipao has also seen rising demand. For qipao, a precise fit is essential, making customization a natural choice for many returning customers.

International brands join the mix

Shanghai's customization market is also attracting global brands. The Swiss company USM has opened its first official showroom in China. Rather than fixed designs, its furniture is built from standardized parts that can be assembled, rearranged, and expanded over time, even years after the initial purchase, allowing customers to create layouts that fit their spaces.

Waterman, a French brand known for its premium writing instruments, is also entering the market with its first China store in Zhangyuan, which is set to open on April 26. Customers will be able to personalize writing instruments through different component combinations and engraving services.

A clearer picture of Shanghai Style

As local and international brands continue to gather in central Shanghai, "Shanghai Style" is taking shape as a growing range of custom-made services with distinct Shanghai characteristics, defined by customization, craftsmanship, and attention to detail.

For overseas visitors, this means more opportunities to purchase items that are not only made in Shanghai but also made specifically for them.

If you go

Sandriver

Address: W17, Zhangyuan, No 200 North Maoming Road

Longfeng Qipao

Address: No 207 North Shaanxi Road

Business hours: 10 am to 9 pm

USM Design Capsule

Address: Room 201, Building C, No 12 Yongyuan Road

Business hours: 11 am to 7:30 pm

Sources: Shanghai Municipal Commission of Commerce, Shanghai Municipal Administration of Culture and Tourism