Bridging Cultures: Our Legacy's Bold Leap into the Heart of Shanghai Fashion
Forging a Powerful Partnership: Our Legacy and Dongliang's Collaborative Vision
Richardos Klarén, the CEO of Our Legacy, describes the brand's latest venture as a pivotal step forward. Established in 2005 by Jokum Hallin and Cristopher Nying, with Klarén joining shortly thereafter, the stylish Swedish label is entering a new phase of global expansion. Its newest and largest store will open its doors this month in Shanghai, China, marking a significant milestone.
However, Our Legacy is not navigating this expansion alone. Dongliang, a groundbreaking multi-brand concept store founded in 2009, will serve as Our Legacy's operational partner in China. Dongliang's extensive network includes 15 stores across the country, alongside various lifestyle ventures such as restaurants, tea houses, and flower shops. This collaboration builds on a prior relationship where Dongliang already retailed Our Legacy products and housed a permanent display within its Maison Dongliang location.
Strategic Alliances: Enhancing Market Penetration Through Local Expertise
By joining forces on this new flagship store, which will operate as a franchise, Dongliang is set to expand its international brand portfolio and leverage Our Legacy's dedicated following. Simultaneously, Our Legacy gains a reliable local partner with profound retail insights. Klarén emphasized the importance of choosing the right collaborators, stating that Dongliang's market expertise made them an ideal fit.
While this marks Our Legacy's debut standalone store in China, the brand has been cultivating its presence in the region for over a decade. Its initial wholesale partnership in China began in 2015 with 10 Corso Como Shanghai. A turning point arrived in 2018 when Our Legacy intensified its investment by collaborating with leading local retailers such as SKP, I.T, Lane Crawford, and Assemble. Klarén noted that since then, China has evolved from an emerging market into a vital and strategically important component of the brand's operations.
Unlocking Growth Potential: China's Rising Influence on Our Legacy's Revenue
The Chinese market currently contributes approximately 13% to Our Legacy's global revenue, which exceeded $50 million in 2025. Business in the region has consistently grown at an annual rate of about 25% over recent years. Klarén highlights the market's strong and steady demand, underscoring its significant long-term potential for the brand.
Despite recent challenges faced by major luxury brands in China due to softened demand and a complex macroeconomic landscape, contemporary labels like Our Legacy, known for their understated designs, have successfully carved out a market share. Klarén observed that consumers increasingly value Our Legacy's brand identity as logo-heavy fashion declines in popularity. They prioritize high-quality clothing with lasting appeal. He describes Our Legacy's offering as a unique blend of high-end luxury and a distinctive punk-grunge aesthetic.
Exploring the Design and Ambience of Our Legacy's New Shanghai Flagship
Spanning over 300 square meters, the new Shanghai store is Our Legacy's largest retail space to date, joining five existing locations in London, Stockholm, and Berlin. Situated in the Former French Concession, a district renowned for its tree-lined streets and early 20th-century European architecture, Dongliang's founders believe this area is precisely where China's next generation of shoppers desires to engage with fashion.
The Architectural and Experiential Vision of Our Legacy's Premier Shanghai Location
Charles Wang, co-founder of Dongliang, describes the Former French Concession as the "soul of the city." The store itself is housed within a charming Spanish villa, which subtly contrasts with Our Legacy's signature cool interior. Designed by Nying, the austere industrial aesthetic draws inspiration from Swedish public buildings, aiming to evoke a "singular Swedish melancholy." The space is adorned with ceramics and sculptures by American artist Kris Ruhs, while the upper floor of the two-story establishment is conceptualized to resemble a construction site.
Dongliang also notes that the neighborhood's vibe aligns with the evolving shopping preferences of young Chinese consumers. Daniel Du, co-founder of Dongliang, emphasized that "especially in Shanghai, more and more young customers tend to walk outside on the street. They don't want to go to the shopping mall, into the box — they want to experience life and culture on the street."
Product Offerings and Future Expansion Plans in the Dynamic Chinese Market
The store's inventory will feature the brand's avant-garde yet accessible men's and women's collections, ranging from relaxed jeans and chinos priced around €300 to leather jackets costing approximately €1,700. Additionally, the Shanghai location will incorporate Our Legacy's Work Shop initiative, a circular platform launched in 2016 that repurposes deadstock fabrics and leftover materials into new products.
Though the store has only recently opened, plans for further expansion are already in motion. Wang listed several Tier 1 cities, both traditional and emerging, including Beijing, Chengdu, and Shenzhen, as potential sites for future locations. Klarén reiterated the brand's commitment to growth in China, stating, "China's growing and we want to continue to open stores here, but not too fast."
Strategic Motivations: Why China is Key to Our Legacy's Evolution
With two decades in the industry, Our Legacy is entering a new phase of maturity. Following a minority investment from LVMH's Luxury Ventures Fund in 2024, the expansion into Asia forms a crucial part of its strategy to transform from a niche Scandinavian menswear label into a significant global luxury contender. However, Klarén is cautious about accelerating growth too rapidly, asserting, "I think you can grow your audience without selling out. I don't think it has to be contradictory." He likens it to 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."
China is proving to be a promising market for this transition. According to Dongliang, Our Legacy is perceived as a more luxurious brand in China than in the West, often mentioned alongside labels like The Row and Lemaire, despite its more accessible price point. Wang explained that "for Chinese customers, foreign brands are still perceived higher than the local brands." A generational shift is also at play, with younger Chinese consumers increasingly seeking brands that offer not just status but a sense of community.
Cultivating Community: Our Legacy's Approach to Engaging Chinese Consumers
Wang notes that "Our Legacy has a very strong attitude and image, which has attracted so much attention from the young customers." He elaborates that "when [young people] go shopping, they're kind of looking for friends, you know? They want to find something they feel connected [to]." Our Legacy resonates with both men and women in the region, with womenswear accounting for 35% of sales in China — significantly higher than the global average. Klarén projects that womenswear will become "an increasingly important part of Our Legacy over the coming years."
Both Our Legacy and Dongliang aim to harness the potential for social connection. Wang emphasizes, "Unlike traditional luxury houses, we see Our Legacy as a brand with genuine warmth." He contrasts this with conventional luxury labels that often enter the Chinese market with a primarily commercial focus, prioritizing sales over consumer relationships. With Chinese consumers becoming more discerning about marketing, Dongliang's Wang is confident that this partnership will help Our Legacy appeal to younger consumers who desire to be seen, understood, and respected. He concludes, "They want brands to meet them as equals, rather than speak to them from above. We see that spirit in Our Legacy, and we believe it is both rare and precious.&quo