By Beth Main.
On December 8th, Stella Luna opened its first European store on the glamorous Boulevard Saint-Germain in Paris. It’s hard to believe that the Chinese are going to tell the French how to dress but this is a real shift in global power that will stop all those ‘Made in China’ jokes. With over 200 stores in Asia and the Middle East, Stella Luna is looking to expand its business into the European market.
The stores new address at 181, Boulevard Saint-Germain, on the fashionable left bank, is not far from such big name brands as Ralph Lauren and Hugo Boss. 150 pairs of shoes were on display for the grand opening last Saturday with prices ranging from €235 to €425 (approx RMB 2,000 to RMB 3,500. Prices in China range from RMB 1,200 to RMB 6,000).
Stella Luna is the Chinese designer footwear brand belonging to Stella International Holdings Limited, founded in Taiwan in 1982, it was listed on the Hong Kong Stock Market in 2007. Stella Luna currently has 233 stores in China, Taiwan, Thailand, the Philippines, Lebanon, the United Arab Emirates and Kuwait. Stella Luna reportedly manufactures up to 55 million pairs of shoes every year.
The 870-square-foot store in Paris was designed by renowned British architect Jamie Fobert, who knows his ladies footwear having completely redesigned the entire women’s shoe department in the Oxford Street Selfridges in 2012. The French store maintains the Asian style of other stores whilst incorporating a more modern French feel.
Stephen Chi, chief executive officer and creative director of Stella Luna, said:
“The concept is a contemporary museum with a little French touch to it. We believe shoes are like an art and should be presented like art pieces.”
Stella Luna plans to open further stores in London, Milan and Venice within five years and to design specific collections to suit the European market.