Retailer Stocks Emerging Brands Like The Viridi-anne, forme d’expression, incarnation
With the emergence of a niche buyer base for lesser-known fashion brands and designers in cities like Beijing and Shanghai, a handful of curated multi-designer stores have opened in (or expanded into) the Chinese Mainland in recent years. From Shanghai boutiques like Le Lutin, Alter and VILLA to Beijing’s Dong Liang and Triple-Major, these stores stock emerging labels that shoppers wouldn’t otherwise be able to find at larger players like Hong Kong’s JOYCE, The Swank and Lane Crawford. Recently, a new multi-brand retailer, Hong Kong-based Medium Rare, made its first foray into the mainland China market, opening a location at Beijing’s Sanlitun Village. (Home to brands like Balenciaga, Alexander Wang, Lanvin and Maison Martin Margiela and another multi-brand boutique, Hong Huang’s Brand New China.)
Founded in 1996, Medium Rare’s single Hong Kong location at 545 Lockhart Road in Causeway Bay has gained a reputation for supporting little-known local and international designers, among them The Viridi-anne and XIN. At the Beijing store, just as in Hong Kong, shoppers can find niche labels not readily available elsewhere in China, among them forme d’expression, Lost & Found, incarnation, noize, InAisce, nude:masahiko maruyama, and SISTERE and SiVA.
Medium Rare, Beijing
N2-32 3/F, Tower 2 (Upstairs from Alexander McQueen)
11 Sanlitun Street, Chaoyang District, Beijing
Tel: +86 010 6417 5932