Beijing is driving a surge in international brand debuts through its "first-store" economy, positioning the Chinese capital city as a launchpad for global names seeking to capture China’s evolving consumer market.
In late December, French luxury giant Louis Vuitton opened its first cafe in Taikoo Li Sanlitun, marking a strategic push into lifestyle spaces, with Michelin-starred Italian chef Leonardo Zambrino blending classic French cuisine with local flavors.
"In the cafe concept of Louis Vuitton, we [focus] basically on a few different things. So first of all is the journey. Louis Vuitton is the brand of the journey. Here, we wanted to really give the idea that even a Western chef now can focus on what is the local culture and make sure that when people come here they understand the food. Beijing is a very vibrant city. It's a very much populated city. Then we are located now here in one of the most luxurious and beautiful malls because we are in the center of Taikoo Li where there are a lot of fashion brands around us. So it's motivating," said Zambrino.
In addition to Louis Vuitton's recent store launches, U.S. heritage outdoor brand Woolrich debuted in Sanlitun in November, introducing Chinese consumers to its nearly 200-year legacy.
"This is Woolrich's first pop-up space in China. Since its launch, both customer flow and sales have exceeded expectations, which strongly confirms Chinese consumers' recognition of premium outdoor lifestyles and our value. This has laid a solid foundation for us to further cultivate the Chinese market. We chose Beijing as the first stop for two key reasons. First, as the capital, Beijing sets the trends in high-end consumption and contemporary lifestyles. Second, its cold winters align perfectly with our products' warmth and protective advantages. In the latter half of 2026, we plan to open our first flagship store in China, which is a crucial step for us in the market. We will design products that better meet the needs of Chinese consumers, incorporating more local elements, so that the brand's nearly 200-year heritage can become part of Chinese consumers' lifestyles," said Zhang Wentao, a store manager of Woolrich pop-up experience space.
Beyond Sanlitun, other commercial areas in Beijing have also seen a rise in international brand openings. In the first three quarters of 2025, the city welcomed 804 new store debuts, with the annual total expected to exceed 900, reflecting a strong growth momentum.
Beijing fuels global retail surge with 'first‑store' economy
