Hermès unveiled its twenty eighth store in mainland China in Tianjin’s upscale shopping complex MixC on Wednesday.

It marks the brand’s return to town after a 12-year hiatus. Hermès shuttered its store within the Tianjin branch of the Japanese department store Isetan in 2011, 4 years after it opened.

The brand new store within the Nothern China coastal city, which is 30 mins away by high-speed train from Beijing, comes with a striking facade manufactured from a dégradé of colourful, locally manufactured glazed ceramic bricks.

The brand said the brand new space emphasizes the Parisian house’s “commitment and cherished history with the region.”

The shop carries a full range of products with an open floor plan. The foremost entrance hosts a number of women’s silk products, while fashion jewelry, perfume and wonder products are on the correct. After passing through the homeware section, customers will reach the ladies’s fashion, tremendous jewelry and watches area.

At the guts of the shop stand the equestrian and leather collections, followed by the boys’s fashion area, with its number of shoes, accessories and silks, also accessible through a second entrance.

The shop features 21 artworks, including contemporary photography from the Hermès collection and illustrations from Émile Hermès collection.

The brand hosted a ribbon-cutting ceremony and a cocktail reception for VIPs on Wednesday, based on posts on Xiaohongshu. For the opening, the brand put out rare items, resembling a pink Kelly doll bag and a metal Kelly Morphose bag, to incentivize key customers to splurge on Thursday, when it opens to the general public.

China was a key driver behind the brand’s robust performance in 2022, and the market continued its celebratory rebound with strong spending over the Chinese Recent 12 months holiday in the primary quarter of 2023, when Hermès sales rose 23 percent to three.38 billion euros.

China’s craze for Hermès bags might be seen in the course of the latest edition of Art Basel Hong Kong, and the recent Sotheby’s auction of Hong Kong property tycoon Joseph Lau’s rare Hermès bags, which sold for greater than $3 million.

Hermès has been upgrading and upsizing its stores in China to higher cater to the fast-growing demand. In April, it unveiled the renovated and expanded store in The Peninsula Beijing, the positioning of the brand’s first store in mainland China, which opened in 1997.

The brand was said to have brought in not less than 19 million renminbi, or $2.7 million, in sales on the reopening day of its flagship store in Guangzhou’s Taikoo Hui, at the start of the pandemic in April 2020.

The brand’s Wuhan store at town’s mega luxury shopping center Heartland 66 last 12 months, meanwhile, reportedly raked in around 30 million renminbi, or $4.45 million, on opening day, based on users on Xiaohongshu. The 2-floor store replaced the previous Wuhan location at Wuhan International Plaza opened in 2012.

In January, the brand celebrated the reopening of its Nanjing store inside Deji Plaza with an auspicious ceremony featuring a Taoist priest, wearing a yellow robe and a standard headpiece, reciting specific passages while holding burning incense, then kneeling before a table filled with auspicious offerings to worship the god of wealth. The extensive ritual was widely discussed by Chinese netizens.

Tianjin is one in all the three direct-administrated municipalities in China, with the opposite two being Chongqing and Shanghai. The town with a population of 13.8 million is the most important coastal city in Northern China and the seventh largest city in China. In 2022, the gross domestic product of Tianjin amounted to 1.63 trillion renminbi, rating eleventh place amongst all Chinese cities.