Stella Luna launches in Paris

By

Sophie Chaudey

Published
Dec 10, 2012

Chinese premium shoe brand Stella Luna has opened its first European store in the Saint-Germain area of Paris. The store, which measures 850 square feet, opened on this past Saturday and for the moment is selling the brand’s Autumn-Winter collection, with a view to sell bags in the near future.

Stella Luna defines itself as a premium brand, meaning it offers affordable luxury. Shoes, designed by Stephen Chi, are sold between 240 and 500 euros which equates to around 40 or 50% percent cheaper its luxury equivalents. The shoes are made in China but the brand also has a design team in place in Venice, Italy.

After establishing the brand in Asia and the Middle East (the brand has 212 points of sale in China, Thailand, Taiwan, Lebanon, the Phillipines, Kuweit and the United Arab Emirates) the label is looking to conquer Europe.

In Paris, Stella Luna teamed up with Tandem showroom and KCD press office for its launch. With Paris as a stepping stone, the brand is looking to open five more boutiques in the coming months in London, Milan and Venice.

Created in 2006, Stella Luna belongs to the group Stella International and is based in Hong Kong and works with other luxury shoe brands. Aside from Stella Luna, Stelle International is developing its own shoe brands: What For (casual shoes for women launched in 2007) and JKJY (shoes for men created in 2012). The turnover for the three brands in 2011 was around 100 million dollars.