CHINA. In preparation for the upcoming Lunar New Year holiday – traditionally Hainan’s peak travel season in Hainan – Hainan Tourism Investment Duty Free Co (HTDF) is accelerating a wave of store openings across key categories at its Sanya retail emporium.
As travel flows and consumer spending continue to strengthen in the Hainan Free Trade Port, the company said it is sharpening its brand mix and expanding its retail footprint to capture heightened holiday demand.
This latest expansion reflects what HTDF called “a clear three-pronged strategy” – strengthening its luxury portfolio, scaling outdoor and athleisure products, and introducing IP-driven retail concepts that resonate with younger consumers.
Strengthening the lure of luxury
HTDF said it is reinforcing its leadership in premium travel retail through carefully curated luxury additions.
Most notably, SUQQU has (as reported) opened its first duty-free boutique in Hainan, marking a milestone for the Japanese beauty brand in China’s travel retail market. A Canada Goose pop-up store further enhances the luxury outerwear offering during the winter travel season.
Through exclusive partnerships, curated assortments, and enhanced service experiences, HTDF said it is elevating its appeal to high-value customers seeking distinctive, high-quality brands during the Lunar New Year peak.
Expanding the outdoor & athleisure ecosystem
Recognising the structural growth in sports, outdoor, and lifestyle consumption, HTDF is sharply boosting its presence in this fast-growing vertical.
The newly introduced sports brands build on a strong existing line-up that already includes Lululemon, Descente and Korean outdoor leader Kolon Sport. Recently, both Fila and Kolon Sport have undergone renovations and expansions, enhancing the in-store experience and strengthening category depth, HTDF noted.
In professional outdoor and performance wear, the expanded portfolio now features Mont-Bell, the renowned Japanese outdoor brand, alongside Columbia, Descente, Speedo and Under Armour Outdoor (which is making its store debut in Hainan).
Together, these brands support a wide range of activities, from hiking and mountaineering to water sports and performance training.
In sports-inspired lifestyle and athleisure, Adidas, Fila, Kolon and Hazzys offer versatile, travel-ready collections that blend functionality with everyday style. Meanwhile, Biemlofen Golf enhances HTDF’s presence in the fast-growing golf lifestyle segment, catering to consumers seeking premium performance wear with a refined aesthetic.
“This comprehensive ecosystem positions HTDF at the intersection of performance, fashion and travel — a category that continues to gain importance among modern Chinese consumers,” the retailer said.
Talking to a new generation
To engage younger shoppers and diversify its retail experience, HTDF is also expanding into IP-led and culture-driven concepts that emphasise creativity, nostalgia and social engagement.
Emerging IP-related concepts such as SLOW, together with a partnership with Pop Mart, further strengthen HTDF’s connection with Gen-Z consumers who value individuality, collectability and culturally expressive brands.
At the same time, HTDF continues to integrate local cultural elements into its retail spaces, partnering with distinctive Hainan brands to enhance regional character and create a stronger sense of place for travellers.
By aligning these new openings with the Lunar New Year peak season, HTDF said it is strategically positioned to capture heightened holiday traffic while reinforcing its long-term category leadership.
“Through a refined luxury offering, an expanded outdoor and athleisure ecosystem, and innovative IP-driven retail concepts, the company is building a future-ready, travel-centric experiential consumption platform in Hainan,” HTDF concluded.
“With strong brand partnerships and sophisticated execution, HTDF continues to strengthen its role as a leading force in China’s premium travel retail landscape.” 🏝️
