First WE Stores open in China


UTRECHT, The Netherlands – The very first WE Store opened in China today, and the second will open tomorrow. Shanghai and Chongqing residents are the first to become acquainted with WE but more stores are soon to follow; as many as 200 WE stores will be opening in China within the next five years.

The first WE Store in China opened today in Bailian Shimao International Plaza, East Nanjing Road in Shanghai. The store has a surface area of 2000 m2. The second WE Store, with a surface area of 1500 m2, will open in Chongqing on Friday, 21 January. Uniquepai, WE’s Chinese partner, intends to open 10-15 WE stores this year. China should have 200 WE stores within the next five years. Uniquepai: “WE is a company with a long history and a strong brand in Europe. We are convinced that the Northern European style fits in well with Chinese needs and requirements. Chinese consumers will quickly find their way to WE.”

The Chinese WE Stores will offer the WE Men, Women, Boys and Girls collections. “These collections are very similar to what we offer in Europe”, Wouter Kolk, CEO of WE Fashion, explains. “However, the collections have been adapted to the Chinese market in terms of size range and seasonal influences. On average, the Chinese WE Stores are 15% larger than the average European WE flagship store. Therefore, the collections for China have been supplemented. We would like to project the same image worldwide. Our Northern European style can definitely be seen in China.”