Tory Burch Launches First Store in China

Tory Burch, the CFDA best accessories designer winner, now enters the Chinese market. She opened a 1,067 square foot store at Shin Kong Place, Beijing. The interior design is similar to that of the first Tory Burch store in New York. She also opened her second store in Hong Kong, a 1,560 square foot space in Harbor City. Later this year a Shanghai store will open as well.
The company did a lot of research of the Chinese market, and tailored some of the luxury merchandise for this new market. The popular Amanda satchel is scaled down, new colors are introduced to her Robinson handbag line, and smaller sizes are available for the ready-to-wear collection. According to Burch, her higher-priced items sell better in Asia than in the US. To establish better brand recognition in China, the company plans to make good use of the social media, such as Sina Weibo, China's version of Twitter. A Chinese version of the brand's web site will be launched later this year.

The Tory Burch Store in Hong Kong