LVMH-owned Cova pastry shop opens in Beijing

By

Dominique Muret

Published
Nov 23, 2015

The Cova pastry shop brand has opened its first café-restaurant and a gift store in Beijing. "The opening in the Chinese capital is part of a regeneration and expansion path that started in 2013, after the brand was acquired by the LVMH group," the latter has stated in a press release.

Both new stores have been conceived by Italian architect and designer Ferruccio Laviani, and are located in the prestigious Seasons Place shopping mall, at the heart of Beijing's financial district. The architect's work was inspired by Milan's very first Cova café, which first came into being in 1817 in Piazza della Scala, and established the reputation of this nearly two centuries-old enterprise.

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The brand launched internationally some twenty years ago and has struck several franchising deals with cafés in Asia. It has been present in China, notably in Hong Kong since the 1990s and in Shanghai since 2010, as well as in Japan.