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CHINA. Florasis has become the first Chinese beauty brand to open an independent store in Block C at cdf Sanya International Duty Free Shopping Complex, the world’s only standalone commercial complex centred on beauty.
Born in China’s Hangzhou city, Florasis joins major international brands at the shopping complex as it launches its second long-term offline boutique following the opening of its global flagship store in Hangzhou, Florasis Xihu Hidden Garden.
Standing in the central atrium of the first floor of Block C, the store is in the style of an ‘underwater garden’. The interior elegantly combines refined oriental style with the vibrancy of ocean life.
Drawing aesthetic inspiration from the ‘oriental garden’ theme of its flagship store, it integrates elements of Sanya’s marine environment with seawater and coral features.
Despite it being uncommon for Chinese brands to open independent stores in partnership with the retailer, cooperation between domestic products and duty-free shops has been encouraged by the state.
In March 2020, the National Development and Reform Commission stated that duty-free shops should have areas designated to the sale of domestic products. The aim is to make duty-free shops an important platform for supporting high-quality domestic products, showcasing national brands and promoting traditional Chinese culture.
According to Chinese media sources several regions, including Beijing, Shanghai and Hainan, already have policies establishing allocated areas and supporting the sale of domestic high-quality products in airport duty-free shops.
A Florasis spokesperson commented: “We hope to leverage the global stage of cdf Sanya International Duty Free Shopping Complex to provide domestic and international consumers with the chance to explore Chinese beauty products.”
Florasis’ first partnership with China Duty Free Group (CDFG) began in September 2023 with the opening of a seasonal pop-up store at Hangzhou Xiaoshan International Airport in the spirit of welcoming the Asian Games.
The company commented that its entry into the shopping complex not only articulates the brand value in its partnership with CDFG but also reflects Florasis’ accelerated exploration of global expansion. ✈️
