Fratelli Rossetti is ramping up its presence in Asia, with 11 new stores slated to open in northeast China in the next four years. Launched in September with a location in Harbin, the expansion plan will target top shopping malls in Beijing, Shanghai and Hangzhou and represents a shift in strategy for the Italian fashion brand.
“We realized that the Chinese market is big. Different areas have different habits [requiring a different approach],” said Diego Rossetti, president of Fratelli Rossetti. Rather than franchising its business, as the company did with its other stores in Asia, it is working with a local partner to ensure that the new locations in China better reflect Fratelli Rossetti’s brand and long-term vision. “You cannot approach China with franchising. [It’s] a long-term investment,” he said. “You cannot expect franchises to have a long-term vision.”
The move into China comes just months after Fratelli Rossetti’s initial forays into other parts of Asia. These include a store in Bangkok and recent openings in The Shoppes at Four Seasons in Macau and Debec Plaza in Daegu, South Korea.
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“Fratelli Rossetti epitomizes style and quality in many countries, and it is considered one of the most emblematic brands of the Italian production scene worldwide,” explained Rossetti. Armed with a new approach and a new partnership, the company hopes to establish a firm foothold in the region to respond to the “growing demand for quality in the consumer culture.”