CHINA. German luxury lifestyle brand MCM has opened two airport boutiques in key Chinese airports. In September, the brand inaugurated a new store in Beijing Daxing International Airport’s Domestic Departure Hall. This was followed by another opening in the airside area of Haikou Meilan International Airport’s Domestic Terminal in Hainan at the end of October.
The MCM boutique at Beijing Daxing was opened in partnership with Lagardère Travel Retail. As reported, the retailer has opened over 30 outlets in the domestic zone at the spectacular new Beijing gateway.
The MCM store at Daxing is 107 sqm, while the store in Haikou Meilan International Airport is 139 sqm. Both airport doors offer MCM’s complete fashion, luggage, footwear, and accessories range.
The new openings underline an increasingly Chinese-focused travel retail expansion strategy, as the German brand leverages its sustained popularity with Chinese consumers. The Moodie Davitt Report media partner Jing Daily reported on the brand’s successful three month long Chinese pop-up series last year. The pop-up was featured all over China and targeted VIP Chinese shoppers through a geo-localised WeChat Campaign and immersive coffee-themed pop-up.
See our picture Gallery below for more details of MCM’s newest airport stores
MCM boutique in Beijing Daxing International Airport Domestic Departure Hall
MCM boutique in Haikou Meilan International Airport Domestic Terminal
In collaboration with Globuy
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As a lead partner of The Moodie Davitt Report, this story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税],
