Our Legacy CEO Bets on China With Largest Store Yet

· Beauty & Fashion · China · Sweden

Our Legacy CEO Richardos Klarén discussed the Swedish label's expansion in Asia and its partnership with Chinese luxury concept store Dongliang, ahead of what is described as its biggest store yet. The move places a Scandinavian independent brand more directly into China's multi-brand retail landscape through a local luxury partner, rather than relying only on wholesale or e-commerce. Klarén's comments signal continued ambition in Asia despite a softer global luxury environment. For the wider fashion industry, the tie-up illustrates how mid-size European labels are using influential Chinese concept stores as a lower-risk route to reach local consumers and build brand awareness in a crowded premium market.

Why it matters：Mid-size European labels increasingly use Chinese concept stores as a lower-risk route into Asian luxury demand, a template others in the sector may follow.

Key points

  • CEO Richardos Klarén spoke about expansion in Asia.
  • The brand is partnering with Chinese luxury concept store Dongliang.
  • The planned store is described as Our Legacy's biggest yet.

Sources (original reporting)

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