As Tiffany & Co. celebrates its freshly refurbished New York City flagship, 'The Landmark,' behind the scenes, top executives are also focused on a retail overhaul further afield -- in China, its second biggest market.
NEW YORK, April 27 - As Tiffany & Co. celebrates its freshly refurbished New York City flagship, "The Landmark," behind the scenes, top executives are also focused on a retail overhaul further afield -- in China, its second biggest market.
Tiffany has been working over the past two years to nail down top locations in the country, with three or four new spaces lined up, including in the Sanlitun fashionable shopping area in Beijing. Other stores in the existing network will be relocated and expanded, the executive said. At Tiffany, the focus on China comes amid a brand reset aimed at broadening its client base and moving upmarket, under the direction of LVMH, which purchased the American jeweler in 2021 for $16 billion.
As LVMH executives seek to rejuvinate Tiffany's global retail network, they plan to draw on elements from the newly renovated Fifth Avenue outpost in New York which mixes artwork including a Jean-Michel Basquiat painting with jewelry displays grouped around specific collections like the chunky HardWear line and oval-shaped Lock bracelets, as well as designs from Elsa Peretti, Paloma Picasso and Jean Schlumberger.
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