Pronovias enters China with Shanghai store opening
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Spanish bridalwear firm Pronovias has launched its first Chinese location in Shanghai. The 500sqm store is opening in luxury shopping centre Plaza 66, which hosts a range of high-end brands including Chanel and Dior. The move sparks off a greater strategy for the region, in which the Shanghai location will serve as Pronovias’s flagship.
The brand was founded by BC Partners explicitly to tackle the difficult Chinese and American markets. China is the world’s largest producer of wedding dresses, and local custom is often to hire rather than buy the dress.
The firm is simultaneously moving to expand in the US, with eight openings planned for the American East Coast.
Questions & Answers
Q.What is the strategic purpose of the Shanghai store for Pronovias?
What is the strategic purpose of the Shanghai store for Pronovias?
The Shanghai store is intended to serve as Pronovias’s flagship location in the region. Its opening is part of a broader strategy for the Chinese market, which the brand was specifically founded to address.
Q.What unique challenge does Pronovias face in the Chinese bridalwear market?
What unique challenge does Pronovias face in the Chinese bridalwear market?
A key challenge is the local custom in China, where brides commonly hire their wedding dresses rather than purchasing them. This differs from other markets and impacts the sales model for bridalwear firms.
Q.Which other major market is Pronovias simultaneously targeting for expansion?
Which other major market is Pronovias simultaneously targeting for expansion?
Pronovias is also moving to expand its presence in the American market at the same time. The firm has plans to open eight new stores specifically on the US East Coast.
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