Shop Talk: Alexandre Birman’s Flagship… Li-Ning Expands

Great Expectations
Alexandre Birman’s first flagship store in São Paulo, Brazil, has received a strong response from shoppers since its debut last month.

“The overall performance of the store has surpassed all our expectations,” said Birman. “The acceptance of the brand by the Brazilian consumer has been phenomenal and that is related to the fact that Brazilian women love sexy yet comfortable shoes, which is one of the core benefits of our product.”

At the 150-sq.-ft. space on Oscar Freire Street, consumers must make an appointment to shop the store, which houses about 40 styles. Future plans include opening additional stores in New York, London or Paris, although no concrete dates have been set. 

Charting Growth
Li Ning Co., which set up shop in the U.S. earlier this year, is significantly expanding the size of its retail showroom in Portland, Ore.

“We wanted to expand the footprint of our showroom to provide a more complete range of products, especially in the indoor sports category,” said Jay Li, GM of Li-Ning USA. “In this new space, we will have a much bigger canvas to present a more comprehensive view of the brand.”

The expanded showroom, which opened to the public this month, now spans 2,200 square feet, compared with the original 850-sq.-ft. space. The China-based sportswear company will continue to sell some of its most popular lines there, including Double Happiness.

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