Our Legacy, the esteemed Swedish contemporary fashion label, is embarking on a pivotal new chapter of global expansion with the grand opening of its largest retail space to date in Shanghai, China. This significant move, spearheaded by CEO Richardos Klarén, signifies the brand’s deepening commitment to the strategically vital Chinese market. The Shanghai flagship, a sprawling over 300-square-meter establishment, represents a substantial leap for the Stockholm-based company, founded in 2005 by Jokum Hallin and Cristopher Nying. Klarén, who joined the brand a few years after its inception, views this development as "really the next level for us," indicating a deliberate strategy to elevate Our Legacy’s international presence and brand stature.
The expansion into China is not a solitary endeavor. Our Legacy has forged a strategic partnership with Dongliang, a pioneering multi-brand concept store renowned for its curated selection of contemporary fashion and lifestyle offerings. Established in 2009, Dongliang boasts an impressive network of 15 stores across China, complemented by a diverse array of lifestyle concepts including a restaurant, a tea house, and a flower shop. This existing relationship, where Our Legacy has been a valued stockist and maintains a permanent presence within Dongliang’s Maison Dongliang location, provided a solid foundation for this more ambitious venture. The new Shanghai store will operate as a franchise business, with Dongliang serving as the operational partner, leveraging their profound understanding of the Chinese retail landscape and their established customer base.
This collaboration offers a synergistic advantage for both parties. For Dongliang, aligning with a brand as respected and cult-followed as Our Legacy serves to significantly enhance its international portfolio. Simultaneously, Our Legacy gains a trusted and knowledgeable partner on the ground, equipped with the essential retail acumen to navigate the complexities of the Chinese market. "We understood quite quickly that teaming up with the right partners is super important and we felt very comfortable with their expertise in the market [here]," Klarén stated during a virtual interview, underscoring the confidence placed in Dongliang’s capabilities.
While this Shanghai store marks Our Legacy’s inaugural standalone retail presence in China, the brand’s engagement with the region spans over a decade. Its initial foray into the Chinese market began with its first wholesale account, 10 Corso Como Shanghai, in 2015. However, a more concentrated investment in building relationships with leading local retailers commenced in 2018. This period saw Our Legacy actively cultivating partnerships with influential entities such as SKP, I.T, Lane Crawford, and Assemble. Klarén identified this as "an important turning point for us," recognizing the strategic shift from an emerging market to a "meaningful and strategically important part of the business."
A Decade of Cultivation and Growth in China
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The strategic cultivation of the Chinese market by Our Legacy has yielded significant returns. Currently, China accounts for approximately 13% of the brand’s global revenue, a figure that surpassed $50 million globally in 2025. The business in China has experienced robust year-over-year growth, averaging around 25% annually over the past few years. "The [China] market has demonstrated strong and consistent demand for the brand, and we see substantial long-term potential [there]," Klarén affirmed, highlighting the consistent consumer appetite for Our Legacy’s distinct aesthetic.
Despite recent turbulence experienced by some major luxury brands in China, characterized by softened demand and a challenging macroeconomic environment, contemporary labels like Our Legacy, with their subtle design signatures, have successfully captured market share. Klarén attributes this success to a broader shift in consumer preferences. "People are appreciating our brand to a higher degree as logos become less popular," he observed. "They want clothes that are good quality and [can be worn] longer term." This sentiment aligns with Our Legacy’s brand philosophy, which he describes as a unique "combination between more high-end luxury and a punky, grungy vibe that makes us quite unique." This nuanced approach resonates with a discerning consumer base seeking authenticity and lasting value over overt branding.
The Shanghai Flagship: A Statement of Intent
The newly opened Shanghai store is not merely a retail space; it is a meticulously crafted environment designed to embody the Our Legacy ethos. Spanning over 300 square meters, it is the brand’s largest store to date, joining its existing retail footprint of five stores strategically located in London, Stockholm, and Berlin. The choice of location within Shanghai’s Former French Concession is particularly significant. This historic district, known for its leafy avenues and distinctive 20th-century European architecture, is precisely where Dongliang’s founders, Charles Wang and Daniel Du, believe China’s next generation of discerning shoppers is gravitating.
"It’s the soul of the city," commented Charles Wang, emphasizing the area’s unique character and its appeal to a contemporary consumer seeking authentic urban experiences. The building itself, a charming Spanish villa, provides an intriguing contrast to the brand’s signature aesthetic within. Upon entering, customers are greeted by austere industrial interiors, a design concept conceived by Cristopher Nying. These interiors draw inspiration from Swedish public buildings, aiming to evoke what the brand terms a "singular Swedish melancholy." Adding an artistic dimension, the space is adorned with ceramics and sculptures by the American artist Kris Ruhs. The upper level of the two-story store is further distinguished by a design concept that draws inspiration from a construction site, a nod to the brand’s ongoing process of creation and evolution.
Dongliang’s founders believe this neighborhood-centric approach aligns perfectly with contemporary Chinese shopping habits. "Especially in Shanghai, more and more young customers tend to walk outside on the street," explained Daniel Du. "They don’t want to go to the shopping mall, into the box – they want to experience life and culture on the street." This preference for experiential retail, prioritizing atmosphere and local immersion over enclosed commercial spaces, is a key trend that Our Legacy and Dongliang are poised to capitalize on.
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The curated selection within the Shanghai store will encompass Our Legacy’s distinctive menswear and womenswear collections. Shoppers can expect to find a range of items, from relaxed jeans and chinos priced around €300 to statement leather jackets retailing at approximately €1,700. Furthermore, the store will prominently feature Our Legacy’s Work Shop initiative. Launched in 2016, this circular platform is dedicated to upcycling deadstock fabrics and leftover materials into new, unique products, reinforcing the brand’s commitment to sustainability and mindful consumption.
Future Trajectories and Strategic Vision
The opening of the Shanghai flagship is viewed as a stepping stone for further expansion within China. Wang has already outlined a pipeline of potential locations in both traditional and emerging Tier 1 cities, including Beijing, Chengdu, and Shenzhen. "China’s growing and we want to continue to open stores here," stated Klarén, while also expressing a cautious approach: "But not too fast." This measured expansion strategy suggests a focus on sustainable growth and deep market penetration rather than rapid, widespread store openings.
The "Why China?" Rationale: Maturing into a Global Player
With nearly two decades of operation, Our Legacy is entering a significant phase of maturity. The brand’s strategic trajectory has been further bolstered by a minority investment from LVMH’s Luxury Ventures Fund in 2024. This investment underpins a broader ambition to transition from its origins as a cult Scandinavian menswear label into a formidable global luxury player. The expansion into Asia, and particularly China, is a cornerstone of this overarching strategy.
Klarén remains steadfast in his commitment to preserving the brand’s core identity amidst this global ascent. "I think you can grow your audience without selling out. I don’t think it has to be contradictory," he asserted. Drawing an analogy to the independent music scene, he added, "It’s like an indie rock band. If you start to compromise with your design or your music, or try to get too many people at the same time, maybe it’s not gonna work." This philosophy underscores a dedication to maintaining creative integrity and authentic brand messaging.
The Chinese market, in particular, presents a fertile ground for Our Legacy’s evolution. According to Dongliang, the brand is perceived as a luxury entity in China to a greater extent than in Western markets. It is often mentioned in the same esteemed company as brands like The Row and Lemaire, despite its comparatively more accessible price points. "For Chinese customers, foreign brands are still perceived higher than the local brands," noted Wang, highlighting the enduring allure of international labels.
A significant generational shift is also influencing this perception. Younger consumers in China are increasingly seeking brands that offer more than just status signaling; they are looking for a sense of community and authentic connection. "Our Legacy has a very strong attitude and image, which has attracted so much attention from the young customers," Wang elaborated. "When [young people] go shopping, they’re kind of looking for friends, you know? They want to find something they feel connected [to]." This emphasis on emotional resonance and shared values is a powerful driver of brand loyalty among the emerging consumer demographic.
The popularity of Our Legacy extends across genders in the region, with womenswear accounting for a substantial 35% of sales in China, significantly exceeding the global average. Klarén anticipates that womenswear will become an "increasingly important part of Our Legacy over the coming years," indicating a strategic focus on expanding this segment of the business.
Fostering Connection: A Partnership Built on Shared Values
Both Our Legacy and Dongliang recognize the potential for fostering genuine social connection through their retail endeavors. "Unlike traditional luxury houses, we see Our Legacy as a brand with genuine warmth," stated Wang. He contrasted this with the approach of many conventional luxury brands entering the Chinese market, which he believes often prioritize a purely commercial agenda over understanding consumer identity.
As Chinese consumers become increasingly discerning about marketing strategies and brand engagement, Dongliang’s partnership with Our Legacy is poised to resonate strongly with younger demographics. Wang is confident that the brand’s ethos aligns with a desire among these consumers to be seen, understood, and respected. "They want brands to meet them as equals, rather than speak to them from above," he explained. "We see that spirit in Our Legacy, and we believe it is both rare and precious." This mutual respect and authentic engagement are expected to be key pillars of Our Legacy’s enduring success in the dynamic Chinese market.
