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.
“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.”