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Liu Jo shifts expansion focus to China

By Vivian Hendriksz


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Liu Jo aims to make it big in China by opening up a string of newly-owned stores.

Italian fashion label Liu Jo has shifted its expansion focus to Asia following a period of rapid growth in Europe over the past few months. The brand opened a new, directly-owned store in Shanghai earlier this month at Plaza 66, as it seeks to consolidate its presence in China. In addition, Liu Jo aims to align its positioning and reputation throughout Asia under its new expansion phase.

"This new store represents an important step in the development of Liu Jo worldwide and in the consolidation of the brand on international markets," said Marco Marchi, President, and Head of Style of Liu Jo in a statement. "In this sense, China definitely plays an important role. We are back on the market today with a concrete project that includes direct investments and a precise positioning: the opening in Shanghai, in such an important location, represents the first chapter of this new story."

Liu Jo's new Shanghai store, which opened on May 5, spans 130 square meters and features its renewed retail concept Curiosity Refresh which uses elegant design elements reminiscent of the 1990s to showcase the brand's products. The brand's collections housed in the new store include Liu Jo Black Label, Gold Label, White Label, Blue Denim, Knitwear, Les Plume, accessories, and footwear.

Photo: Liu Jo