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Retail-expansion of German DressMaster's Stones in China
Oct '12
The first Stones shop-in-shop opened in the Yansha Department Store in Beijing. The typical Stones collection mix existing of business and casual wear is now presented on 30 sqm. The brand is placed in the surroundings of Hugo Boss, Tommy Hilfiger, Armani, Lacoste, Gant und Zegna.

The design of the Chinese sales floor follows the successful European Stones shops, by now Stones has more than 170 points of sale in Europe. The clearly visible stonework, moving displays at different levels and the typical Stones lifestyle photography strengthen the intended European image in the Chinese market.

The international collection of Stones is targeting the Chinese man. The flexibility of the looks – from casual to smart is highly appreciated. In this context the richness of ideas in the collection plays an important role as the Chinese love the specific details which characterize the Stones collection.

Stones, from the company DressMaster, which is member of the Steilmann Holding AG, Bergkamen, makes rapid steps in order to present itself in the still booming market with its holistic fashion philosophy.


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