Spain’s Pronovias launches wedding dress store in Shanghai

Spanish bridalwear firm Pronovias has launched its first Chinese location in Shanghai.

The 500sqm store is opening in luxury shopping centre Plaza 66, which hosts a range of high-end brands including Chanel and Dior.

The move sparks off a greater strategy for the region, in which the Shanghai location will serve as Pronovias’s flagship.

The brand was founded by BC Partners explicitly to tackle the difficult Chinese and American markets. China is the world’s largest producer of wedding dresses, and local custom is often to hire rather than buy the dress.

The firm is simultaneously moving to expand in the US, with eight openings planned for the American East Coast.

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