CHINA. Leading travel retailer China Duty Free Group (CDFG) has introduced South Korean brand We11done to the cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan province. The late September launch marks the streetwear fashion brand’s debut in Chinese travel retail.
Based in Seoul, We11done’s initial inspiration came from American culture of the 1970s and ’80s fused with modern consumer’s preferences. The brand’s signature pieces include slogan T-shirts, long-sleeved T-shirts with comfortable silhouettes, jackets with pull-back necklines and irregular trousers.
The We11done boutique in cdf Sanya International Duty Free Shopping Complex is a 145 sq m space which incorporates the brand’s simplistic aesthetic. The façade is made of concrete and stainless steel, while the transparent glass windows display its Autumn/Winter 2023 collection.
The store design features bright lighting and green-grey concrete flooring, as well as classic elements such as display stands, lounge chairs and dressing rooms.
The We11done boutique opening reflects CDFG’s commitment to creating a more diversified shopping experience for consumers, and meeting the demands of Millennial and Gen Z shoppers.
CDFG has established cooperative relationships with over 1,300 popular brands around the world, forming a pathway to expand brands horizontally and cultivate categories vertically.
The retailer also focuses on accelerating the expansion of boutique brands while enhancing categories. CDFG, under its parent company China Travel Group, will continue to introduce favoured brands based on changes in consumer trends. ✈
