Despite the coronavirus crisis, a concept store chain little-known outside of China, called SND, was having its best month ever.
In March, while the coronavirus paralyzed most of fashion retail worldwide and across much of China, too, a concept store chain little-known outside of China, called SND, was having its best month ever.
“The store will be located in Pengrui Shenzhen Bay One Central, one of the most expensive developments in the city. I am confident that brands like Nina Ricci and Y/Project will do well,” he said. “I was just tagging along at the beginning,” he recalled. “My friend really liked to dress up, and she was one of the most stylish girls at our university, so we opened the store Deewill together. Eventually, I began to look after the operations side of the business. I was so young, I didn’t give much thought about what I wanted to do in the future, I just went with it.”
SND’s stores in Chongqing are located in prime shopping malls with its futuristic flagship in Shin Kong Place, while its Guiyang store is run by Zhang’s sister inside the Black Hotel, a well-known boutique hotel in the provincial capital of Guizhou, catering to a small group of fashionistas in the city, as well as a growing number of tourists who visit the city for its scenic mountains. Last year, SND’s portfolio pulled in around 40 million renminbi, or $5.6 million at current exchange.
Designers Uma Wang, Samuel Guì Yang, Ming Ma, Calvin Luo and Liushu Lei of Shushu/Tong each told WWD that SND figures as one of their biggest retail partners. “Girls from Chongqing and Sichuan [province] are historically considered the prettiest in China,” said Zhang. “[People believe] the unique climate and spicy diet in the region make girls have fair skin and a slender body, and they are expected to be stylish and beautiful by society. That’s why they love shopping more than anywhere else in China.”
Zemira Xu, founder of Tube Showroom, said SND is one of their biggest clients and said their seasonal spending surpasses a few local department stores. “With the scale it’s at, SND is competing with some e-commerce platforms in the designer fashion category,” she added.
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