- Misto Holdings accelerates expansion into Greater China fashion market with first store launch

- Four additional stores to open this month in major cities including Hangzhou and Beijing, securing prime retail spaces at IN77, Taikoo Li, and iapm

- Misto Holdings expands K-fashion portfolio in Greater China with brands like Matin Kim, RAIVE, and Rest & Recreation (R&R)

- Leveraging its market experience, strong local networks, and insightful marketing to drive long-term brand growth across Greater China

Misto Holdings is ramping up its expansion into the Greater China market, accelerating its global fashion business with a successful retail launch.

On July 3, Misto Holdings opened the first Greater China store of French casual brand MARITHÉ+FRANÇOIS GIRBAUD, operated exclusively by Misto, in Shanghai’s Xintiandi. The opening event drew a large crowd and was successfully completed with strong local turnout.

■  Immersive In-Store Experiences Attract Crowds

The new Shanghai store was designed to reflect the brand’s signature blend of French casual and contemporary styles. To celebrate the launch, Misto organized engaging on-site events that attracted a steady stream of visitors and long queues.

A “DIY Eco-Bag” customization station gained particular attention, with customers lining up to design their own bags. A 100% winning “Lucky Draw” offered curated gifts including coffee coupons, key rings, socks, and mini bags inspired by the brand’s aesthetic. The store was also equipped with photo booths and branded installations, allowing visitors to fully immerse themselves in the brand experience and share their moments on social media.

Chinese actress Ruohan Xu made a surprise appearance at the opening, personally engaging with fans and heightening local interest in the brand. “The French casual mood of MARITHÉ+FRANÇOIS GIRBAUD is both stylish and impressive,” she said. “I look forward to more moments with consumers in the future.”

■  Strategic Expansion Through Core Cities

Following the Shanghai debut, Misto Holdings will open three more MARITHÉ+FRANÇOIS GIRBAUD stores in major cities including Hangzhou and Beijing. These stores are set to open in high-traffic, landmark retail centers such as IN77 (Hangzhou), Taikoo Li (Beijing), and iapm Mall (Shanghai)—supporting rapid brand recognition across the region.

Alongside MARITHÉ+FRANÇOIS GIRBAUD, Misto Holdings is expanding its Greater China presence with a range of top Korean fashion brands including Matin Kim, RAIVE, and Rest & Recreation, actively building connections with local Gen Z and millennial consumers. With years of experience in the Greater China market, Misto Holdings has cultivated a strong local network that enables the company to secure premium locations and execute with precision. This capability extends beyond simple distribution to provide the strategic foundation for long term brand growth in the region.

In addition, Misto’s deep understanding of local consumer culture and trend cycles empowers the company to deliver localized marketing strategies that balance brand identity with regional resonance—earning a positive response from the market.

A Misto Holdings spokesperson stated, “This Shanghai flagship will be a pivotal point for expanding brand awareness throughout Greater China. We will continue to present unique K-fashion brands that embody authenticity, and through our executional know-how and market insight, allow our value to speak for itself.”