By admin 
Stockholm-based fashion label Our Legacy is poised for a significant leap in its global footprint, inaugurating its largest retail space to date this month in Shanghai, China. This strategic move marks a pivotal moment in the brand’s trajectory, signaling a new phase of expansion and solidifying its position within the competitive international luxury landscape. Richardos Klarén, Our Legacy’s CEO, articulated the sentiment from his Stockholm office, stating, "It’s really the next level for us."
Founded in 2005 by Jokum Hallin and Cristopher Nying, with Klarén joining the leadership a few years later, Our Legacy has cultivated a distinct identity rooted in its unique blend of high-end luxury sensibilities with a raw, "punky, grungy vibe." This aesthetic has garnered a loyal following, particularly appealing to a new generation of consumers seeking authenticity and quality over overt branding. The decision to open a flagship store in Shanghai underscores China’s burgeoning importance as a strategic market for the Swedish label.
Strategic Partnership Fuels Market Entry
Our Legacy is not venturing into the Chinese market alone. The brand has forged a robust partnership with Dongliang, a pioneering multi-brand concept store renowned for its sophisticated retail expertise and deep understanding of the local consumer landscape. Established in 2009, Dongliang operates an impressive portfolio of 15 stores across China, complemented by a suite of lifestyle concepts including a restaurant, a tea house, and a flower shop, demonstrating its comprehensive grasp of experiential retail.
The collaboration builds upon an existing relationship, as Dongliang has long served as one of Our Legacy’s key stockists in China, even hosting a permanent brand space within its prestigious Maison Dongliang location. This pre-existing synergy provides a solid foundation for the new franchise business model, allowing both entities to leverage their respective strengths. Dongliang gains a valuable addition to its international brand portfolio and taps into Our Legacy’s burgeoning cult following, while Our Legacy secures a trusted local partner with unparalleled retail know-how and an established infrastructure. Klarén emphasized the critical nature of this alliance, stating, "We understood quite quickly that teaming up with the right partners is super important, and we felt very comfortable with their expertise in the market here." This strategic alignment minimizes the inherent risks associated with entering a complex foreign market, offering Our Legacy an agile and well-supported entry point.
A Decade of Cultivating the Chinese Market
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While the Shanghai store represents Our Legacy’s first direct retail presence in China, the brand’s engagement with the region is far from nascent. The label has been meticulously developing its business in China for over a decade, demonstrating a long-term commitment to the market. Its initial foray into the country came in 2015 with its first wholesale account at the esteemed 10 Corso Como Shanghai. However, it was in 2018 that Our Legacy significantly amplified its investment, actively fostering relationships with leading local retailers such as SKP, I.T, Lane Crawford, and Assemble.
Klarén reflected on this period as a crucial "turning point," noting the dramatic evolution of China from an "emerging market" into a "meaningful and strategically important part of the business" in the years that followed. This patient, incremental approach allowed Our Legacy to organically build brand recognition and a loyal customer base, understanding the nuances of consumer preferences and retail dynamics before committing to a flagship presence. This gradual immersion contrasts with the often rapid and sometimes ill-fated entries of other international brands, positioning Our Legacy for more sustainable growth.
Robust Growth Amidst Market Shifts
The strategic investment has yielded substantial returns. According to brand data, China currently accounts for approximately 13% of Our Legacy’s global revenue, which surpassed $50 million globally in 2025. Business in the Chinese region has demonstrated robust and consistent growth, expanding at an impressive rate of approximately 25% annually over the past few years. Klarén affirmed the brand’s confidence in this trajectory, stating, "The [China] market has demonstrated strong and consistent demand for the brand, and we see substantial long-term potential [there]."
This success is particularly notable given the challenging macroeconomic environment and softened demand that has impacted many major luxury brands in the Chinese market in recent years. While established luxury behemoths have navigated turbulence, contemporary labels like Our Legacy, with their understated design signatures and emphasis on quality, have successfully captured significant market share. Klarén attributes this phenomenon to an evolving consumer mindset. "People are appreciating our brand to a higher degree as logos become less popular," he explained, observing a shift towards discerning choices. "They want clothes that are good quality and [can be worn] longer term." Our Legacy’s distinctive aesthetic, which he describes as "a combination between more high-end luxury and a punky, grungy vibe that makes us quite unique," resonates deeply with this increasingly sophisticated and individualistic consumer base.
The Shanghai Flagship: A Sanctuary of "Swedish Melancholy"
The new Shanghai flagship, sprawling over 300 square meters, is not merely a retail space; it is an immersive brand experience. Located in the picturesque Former French Concession, a district celebrated for its leafy avenues, charming 20th-century European architecture, and vibrant cultural scene, the store’s location is strategically chosen. Dongliang’s founders, Charles Wang and Daniel Du, assert that this district is precisely where China’s next generation of shoppers seeks out authentic experiences. Wang describes the area as "the soul of the city," reflecting a broader trend among younger Chinese consumers who eschew traditional shopping malls in favor of street-level retail that integrates with life and culture. "Especially in Shanghai, more and more young customers tend to walk outside on the street," Du elaborated. "They don’t want to go to the shopping mall, into the box – they want to experience life and culture on the street."
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The exterior of the building, a cozy Spanish villa, offers a striking juxtaposition to Our Legacy’s characteristic interior design. Inside, visitors are greeted by austere industrial aesthetics, meticulously crafted by co-founder Cristopher Nying, drawing inspiration from Swedish public buildings. This design philosophy aims to evoke what the brand terms a "singular Swedish melancholy," creating an atmosphere that is both cool and contemplative. The space is further enriched with ceramics and sculptures by acclaimed American artist Kris Ruhs, adding an artistic dimension. The two-story layout features an upstairs area conceptualized to resemble a building site, further reinforcing the brand’s raw, authentic, and evolving identity.
The product offering within the new store will encompass Our Legacy’s full range of edgy-yet-accessible men’s and womenswear. This includes their signature relaxed jeans and chinos, retailing around €300, and premium leather jackets priced at approximately €1,700. A significant feature of the Shanghai store will be the integration of Our Legacy’s Work Shop arm. Launched in 2016, Work Shop is a circular platform dedicated to sustainability, where deadstock fabrics and leftover materials are ingeniously upcycled into new, unique products. This initiative not only aligns with growing global consumer demand for environmentally conscious brands but also adds another layer to Our Legacy’s narrative of thoughtful design and material innovation.
Future Horizons: Measured Expansion and Community Building
Even as the Shanghai flagship opens its doors, plans for further expansion are already in motion. Charles Wang of Dongliang outlined a vision for potential spaces in other traditional and emerging Tier 1 cities across China, including Beijing, Chengdu, and Shenzhen. However, Klarén emphasized a measured approach to growth, stating, "China’s growing and we want to continue to open stores here, but not too fast." This cautious strategy reflects Our Legacy’s commitment to sustainable development and maintaining its brand integrity, rather than pursuing rapid, unbridled expansion that could dilute its unique appeal.
This expansion into Asia is part of a broader strategic effort following a minority investment from LVMH’s Luxury Ventures Fund in 2024. This investment signals Our Legacy’s ambition to transition from a cult Scandinavian menswear label into a serious global luxury player. Klarén remains steadfast in his belief that growth and audience expansion need not compromise core brand values. "I think you can grow your audience without selling out. I don’t think it has to be contradictory," he asserted, drawing an analogy to an indie rock band. "If you start to compromise with your design or your music, or try to get too many people at the same time, maybe it’s not gonna work." This philosophy underpins Our Legacy’s approach to global market penetration, prioritizing authentic connection over mass appeal.
The Chinese Consumer: A Unique Connection
China presents a particularly promising market for Our Legacy’s unique brand of "luxury." Dongliang’s founders note that Our Legacy is often perceived as a higher-end luxury brand in China than in Western markets, frequently mentioned in the same breath as esteemed labels like The Row and Lemaire, despite its comparatively lower price point. This perception highlights a nuanced understanding of foreign brands within the Chinese context, where "foreign brands are still perceived higher than the local brands," as Wang explains.
Furthermore, a significant generational shift is at play. Younger Chinese consumers are increasingly moving beyond brands that merely offer status signaling. Instead, they seek a deeper sense of community, connection, and brands that align with their personal values and identity. "Our Legacy has a very strong attitude and image, which has attracted so much attention from the young customers," Wang observed. He elaborated on this evolving consumer behavior: "When [young people] go shopping, they’re kind of looking for friends, you know? They want to find something they feel connected [to]."
The brand’s appeal transcends traditional gender lines in the region, with womenswear representing a remarkable 35% of sales in China – significantly higher than the global average. This trend is not lost on Our Legacy’s leadership, with Klarén indicating that womenswear will become an "increasingly important part of Our Legacy over the coming years," suggesting future strategic focus and investment in this category.
The potential for fostering social connection and community is a cornerstone of Our Legacy and Dongliang’s shared vision. Wang emphasized, "Unlike traditional luxury houses, we see Our Legacy as a brand with genuine warmth." He critically assessed the prevailing approach of some luxury brands: "Many conventional luxury labels enter the Chinese market with a fundamentally commercial agenda, focusing more on what consumers can buy than on who they are."
In an era where Chinese consumers are becoming increasingly discerning about how brands communicate with them, Wang is confident that the partnership will enable Our Legacy to resonate deeply with younger demographics who desire to be seen, understood, and respected. "They want brands to meet them as equals, rather than speak to them from above," he concluded. "We see that spirit in Our Legacy, and we believe it is both rare and precious." This collaborative approach, rooted in mutual respect and a shared vision for authentic brand engagement, positions Our Legacy for enduring success in one of the world’s most dynamic and influential fashion markets.
