Chinese brand Stella Luna unveils Parisian flagship

Chinese shoe brand Stella Luna has opened its first European store on the famous Boulevard Saint-Germain in the French capital.

Stella Luna is China’s most prominent luxury footwear brand with over two hundred points of sale in China, Thailand, Taiwan, Lebanon, the Philippines, Kuwait and the UAE. The label is now looking to Europe.

The 870-square-foot store on the city’s rive gauche was designed by Jamie Fobert (the British architect who created the new Versace boutique in SoHo, New York).

“The concept is a contemporary museum with a little French touch to it,” Stephen Chi, chief executive officer and creative director of Stella Luna, told WWD. “We believe shoes are like an art and should be presented like art pieces.”

Around 150 pairs of shoes were available at the store’s launch on December 8, with ballerina flats retailing for €235 euros and studded slippers at €425.

“As we learn more about the Parisian market, we will have specific collections and probably a capsule collection,” Chi added.

Within the next five years Stella Luna plans to open another Parisian store in addition to locations in Europe’s other fashion capitals, London and Milan. Distribution will also be extended to multibrand retailers like Printemps and Galeries Lafayette.

Luxury Retail