Our Legacy Expands into Shanghai with New Store

Our Legacy, the stylish Swedish fashion label, has reached new heights with its upcoming store in Shanghai, China. CEO Richardos Klarén describes this move as a significant milestone for the brand, marking a major expansion into international markets.

Founded by Jokum Hallin and Cristopher Nying in 2005, Our Legacy is set to open its largest store yet in Shanghai, a testament to its growing global presence. This new venture comes after years of partnering with Dongliang, a pioneering multi-brand concept store founded in 2009.

Dongliang's extensive network of stores across China will serve as the operational partner for Our Legacy in the country, offering the Swedish brand a trusted name on the ground with significant retail expertise. By joining forces, both parties stand to benefit from this strategic partnership, elevating Dongliang's international portfolio and tapping into Our Legacy's cult following.

The new store will operate under a franchise business model, allowing Our Legacy to maintain control while leveraging Dongliang's established presence in China. This marks an exciting new chapter for the brand as it continues to expand its global footprint.

The Swedish fashion brand's expansion into China has been a long time coming, with over a decade of developing its business in the region.

Our Legacy CEO Klarén attributes their success in part to partnering with the right local businesses, such as T, Lane Crawford, and Assemble, which have provided valuable expertise in the market.

This strategic collaboration has paid off, with China now accounting for around 13% of global revenue, exceeding $50 million globally last year.

Business growth in the region has been impressive, increasing by approximately 25% annually over the past few years.

The Swedish fashion brand Our Legacy continues its expansion into Asia's largest market, China, with a new flagship store in Shanghai. The 300-square-meter space is the company's largest store to date and joins five other locations across London, Stockholm, and Berlin.

Located in the Former French Concession, a historic district known for its tree-lined avenues and European architecture, the new store is situated in a charming Spanish-style villa that provides an unexpected contrast to the brand's edgy aesthetic inside. Our Legacy's stores are designed to evoke a sense of Swedish melancholy, with industrial interiors inspired by public buildings.

The neighborhood feel of the Former French Concession aligns with how young Chinese consumers are approaching shopping today, according to Dongliang, the company behind the store's location. The area is said to be particularly appealing to China's next generation of shoppers who value a sense of community and local identity.

Inside the store, ceramics and sculptures by American artist Kris Ruhs add a touch of whimsy to the austere industrial space designed by Nying. Upstairs, visitors can explore an area inspired by a building site, further emphasizing Our Legacy's focus on creating immersive brand experiences that resonate with its growing Chinese customer base.

The new store's layout reflects Our Legacy's edgy yet accessible aesthetic, showcasing its men's and womenswear collections in a way that encourages exploration.

On display are pieces like relaxed jeans and chinos priced around €300, alongside leather jackets valued at €1,700, giving visitors a sense of the brand's wide range of offerings.

The store also incorporates Our Legacy's Work Shop initiative, which launched in 2016 as a platform for upcycling deadstock fabrics into new products, further underscoring the brand's commitment to sustainability.

Our Legacy's expansion plans are ambitious, with several Tier 1 cities across China already being considered for future locations.

As the brand continues to expand into new markets, its CEO is acutely aware of the need for a balanced approach to growth.

Our Legacy's emphasis on maintaining its unique identity while scaling up operations has been deliberate and calculated, with a focus on preserving the essence of the brand without sacrificing its artistic vision.

In contrast to other luxury brands that may prioritize profit over principle, Our Legacy aims to strike a balance between commercial success and creative integrity.

This approach has resonated with younger consumers in China, who are increasingly drawn to brands that offer more than just status symbols.

According to industry observers, Chinese customers tend to view foreign brands as more premium than local ones, which may contribute to Our Legacy's strong following in the region.

The brand's popularity among both men and women is a testament to its broad appeal, with womenswear accounting for a significant portion of sales, 35% to be exact, significantly higher than the global average.

Younger consumers in China are driving this trend, seeking out brands that not only offer high-quality products but also a sense of community and shared values.

Our Legacy's collaboration with Dongliang is centered on building a sense of community and shared values among customers. According to Wang, this approach sets Our Legacy apart from traditional luxury brands, which are often seen as aloof or pretentious.

The partnership aims to connect with younger Chinese consumers who crave authenticity and respect in their brand interactions. As Wang notes, these consumers want to be treated as equals rather than being talked down to by marketers trying to speak to them from a superior position.