CHINA. Jiangsu-based premium indoor footwear brand LMOY has made its travel retail debut with a store opening at Nanjing Lukou International Airport on 27 January, in partnership with China National Service Corporation (CNSC) and Eastern Airport Group.
The launch advances the brand’s ‘going global’ strategy, with travel retail a key channel for showcasing ‘China-chic’ (Guochao) brands to the global market.
The opening also taps into rising international passenger traffic at the airport, creating more opportunities for cross-border retail.
Founded in 2004, LMOY, a subsidiary of Waytone Corporation (Suzhou), is one of the flagship brands representing Jiangsu’s local speciality products.
The brand’s entry into travel retail introduces global travellers to the comfort and lifestyle embodied in Chinese craftsmanship, alongside its ‘Loving More’ philosophy.
LMOY benefits from the duty-free store’s strategic location and the airport’s expanding international route network, making it a key shopping hub reaching across the Yangtze River Delta and connecting with international markets.
With a focus on the Chinese market for more than two decades, LMOY views this partnership as a breakthrough for channel expansion and a gateway to the international market.
A representative from LMOY described this initiative as an important step in its global growth, showcasing the quality and thoughtful design of Chinese innovation in niche lifestyle segments to international travellers.
As a flagship brand representing Jiangsu craftsmanship, LMOY carries forward the ‘Su-zuo’ ethos of artisanal perfection, the company noted.
After almost 30 years in business, the brand has expanded its footprint to more than 20 directly operated stores and over 100 retail outlets nationwide.
Guided by the core concepts of ‘lightweight, elegant and comfortable’, the products combine skin-friendly materials with portable designs, suitable for home, office and daily life.
To mark its travel retail launch, LMOY introduced a special travel edition, featuring custom items such as lightweight foldable indoor shoes and travel storage sets, combining home-level comfort with travel-friendly portability and practicality.
The brand’s design team emphasised the use of eco-friendly, breathable materials and non-slip soles in these products, achieving a balance of practicality and sustainability.
An LMOY representative said: “Moving forward, we will leverage our presence at the Nanjing Lukou International Airport departure duty-free store as a strategic platform for our global expansion. Through targeted product innovation and channel development, we aim to enhance the global influence of Chinese home comfort aesthetics.” ✈
