Maison Smalto has just announced the launch of a vast development plan in China, with the scheduled opening of 135 Smalto stores. Spread over a six-year period, this plan, drawn up with local partner Shanshan Group, will enable Smalto to boost its international growth and reinforce its visibility in a rapidly expanding market.
Openings are scheduled in some sixty cities in China, giving Smalto a distribution network to match its international renown.
On this occasion, Smalto will unveil a preview of the new interior concept for its flagships. In line with the new impetus given to the House’s Couture line, some of whose pieces will be shown for the first time on the catwalks of the forthcoming Men’s Fashion Week in Paris, the interior design of the flagships reflects the excellence of its tailoring expertise, the creative elegance of the wardrobe, the sophistication of the cuts, all in an atmosphere tinged with modernity. In this way, Smalto opens a new page in its history with a clever blend of eras, taking customers on a journey through the timeless world of the House.
On a human scale, with a surface area ranging from 150 to 200 m², the next flagships will feature brown and beige hues. Wood, copper and tinted Plexiglas form the body and decor of the natural-luxury furnishings. Couture and demi-mesure made-to-measure offers are brought together in a dedicated space that combines creativity, modernity and tradition. Fifteen flagship stores will open in China by 2016. The first of these are due to open next autumn in the cities of Hanzhou and Beijing.
At the same time, Maison Smalto will open 45 ready-to-wear stores in the colors of the current concept, revisited in a more contemporary version. The black-and-white codes will be revisited in a more attractive variation, providing the ideal backdrop for the Smalto and Smalto by formal and casual chic collections.
Finally, 75 spaces dedicated to casual wardrobes will open in a refined interior design that, without betraying Smalto’s codes, will adapt to a clientele in demand of a “chic daily life” and will welcome Smalto by ready-to-wear and accessories lines.
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