Goldwin‘s latest retail venture has landed at Shanghai‘s landmark luxury shopping mall Plaza 66, occupying a storefront previously split between Bogner and Mulberry.
As Goldwin’s second store along the West Nanjing Road retail artery — its first opened at Kerry Centre down the road — the Plaza 66 unit marks an important step in Goldwin’s push to position itself as an “aspirational luxury” player in sportswear and outdoor.
“We are kind of an accessible luxury brand within sports; we are not purely sporty in feel,” explained Goldwin president Takao Watanabe, who also described the brand’s minimal design as “simple in appearance, almost deceptively so, but with design details that show our understanding of fashion” — which lets the brand occupy a market adjacent to quiet luxury.
The brand’s proprietary waffle-knit T-shirts, which retail for 900 renminbi, or $132, have become its undisputed bestseller in the Chinese market, a material now synonymous with Goldwin.
Inside Goldwin’s Plaza 66 flagship.
