Massimo Dutti bolsters its presence in China with new pop-up space in Shanghai

Inditex-owned fashion chain Massimo Dutti continues to back the pop-up format. Following the opening of its pop-up boutique in Saint-Tropez in June, the brand is advancing its international expansion through temporary spaces with the launch of a new pop-up store in Shanghai, which will remain open until November 30.

Located at No. 1 in the Xintiandi shopping district, the store has been conceived under the brand’s “The Order of Things” concept, a design developed in collaboration with architect and design consultant Xie Ke, renowned for his minimalist and poetic approach. Conceived as a sensory experience, the boutique offers a serene atmosphere that breaks with convention, blending Massimo Dutti’s sophisticated world with a lifestyle philosophy that “goes beyond fashion,” the Spanish label explains.

This new establishment presents the brand’s Autumn/Winter 2025 collection, crafted from high-quality materials such as cashmere and leather, in a palette of neutral tones. In addition, the store features an exclusive lounge on the third floor, created in collaboration with the premium tea brand Basao. Access can be arranged by booking in advance via the brand’s WeChat mini programme.

With this opening, the fashion chain strengthens its position in the Chinese market, where it currently operates around fifty stores and also sells via the local marketplace JD.com.

The label was originally launched as a menswear brand in 1985 and is headquartered in Tordera. At the close of the 2024 financial year, the brand had a total of 528 points of sale, including owned stores and franchises, across more than 70 markets worldwide. Massimo Dutti forms part of the portfolio of the Galician group Inditex, alongside Zara, Bershka, Stradivarius, Oysho, Pull&Bear, Lefties, and Zara Home.

Financially, the chain recorded growth of 6.6% in 2024, reaching net sales of €1,960 million. The conglomerate chaired by Marta Ortega closed the same year with turnover of €38,632 million, up 7.5%.