Australian Fashion Brand Opens First SW China Store in Chengdu

Recently, the international fashion brand ZIMMERMANN opened its first store in southwestern China at Chengdu Taikoo Li. It marks the renowned Australian luxury fashion brand’s fifth boutique in China and its first store in southwestern China.

As a crucial driver for tapping into consumption potential and stimulating market vitality, the debut economy has demonstrated remarkable vigor. Since 2019, over 4,000 domestic and international first stores have been established in Chengdu. In the first ten months of 2025, Chengdu welcomed a total of 710 new first stores across various categories, including a number of high-level first stores with fashionable design and exceptional offerings for consumer experience. They have quickly become popular destinations for consumers eager to visit. The opening of ZIMMERMANN’s boutique in Chengdu is a vivid reflection of this trend.

Regarding the consumption environment, Chengdu has introduced the Three-Year Action Plan (2025-2027) for Promoting the Development of the Debut Economy in Chengdu, the Guidelines for Building Consumption Scenarios in Chengdu as an International Consumption Center City, and other policies. From expanding the overall scale to clustering first stores, and from refreshing consumption scenarios to enhancing the consumption environment, Chengdu is accelerating its development into an international consumption center city with strong momentum.

Today, a growing number of international brands are positioning Chengdu as a pivotal strategic hub to accelerate their store expansion drive: Tiffany & Co.’s first three-story flagship store in China has opened in Chengdu; Audemars Piguet launched its first global new-concept boutique here, while Salvatore Ferragamo debuted its largest new-concept flagship store in China right in Chengdu; sports brands KOLON and On Running both opened their first national flagship stores in Chengdu; Decathlon selected Chengdu for the launch of its first outdoor concept store in Asia… The introduction of these international brands fully reflects their strong preference for and strategic emphasis on Chengdu’s consumer market.

Source: 成都发布