Our Legacy is expanding its global presence with a new flagship store in Shanghai, operated through a partnership with the Chinese retailer Dongliang.

Swedish fashion label Our Legacy is opening its largest store to date in Shanghai, China, this month. The brand is entering the market through a franchise partnership with the multi-brand retailer Dongliang. This expansion marks a significant step in the label's growth, as it seeks to transition from a cult Scandinavian menswear brand into a broader global luxury player.

Strategic Partnership and Market Growth

Our Legacy has been developing its presence in China for over a decade, beginning with a wholesale account at 10 Corso Como Shanghai in 2015. The brand began actively investing in the region in 2018 through relationships with retailers such as SKP, I.T, Lane Crawford, and Assemble. According to the brand, China now accounts for approximately 13% of its global revenue, with regional business growing at an annual rate of about 25% over the past few years. Dongliang, founded in 2009, operates 15 stores across China and will serve as the operational partner for the new Shanghai location. The store is situated in the Former French Concession, a district chosen for its appeal to younger consumers who prefer street-level shopping over traditional malls. The space spans over 300 square meters across two storeys, featuring industrial interiors designed by creative director Cristopher Nying and sculptures by American artist Kris Ruhs.

Brand Positioning and Future Outlook

Our Legacy’s CEO Richardos Klarén notes that the brand is finding success in China as consumers move away from logo-heavy luxury toward higher-quality, long-term pieces. The brand’s womenswear is particularly strong in the region, representing 35% of its local sales, a figure higher than its global average. The new store will offer both men’s and womenswear, alongside the brand's 'Work Shop' platform, which focuses on upcycling deadstock fabrics. Following a 2024 minority investment from LVMH’s Luxury Ventures Fund, the brand is planning for potential future expansion into other Tier 1 Chinese cities, including Beijing, Chengdu, and Shenzhen. Despite the growth, Klarén emphasized a cautious approach to scaling, aiming to expand the audience without compromising the brand's design integrity.