ANTONIA CONTINUES TO EXPAND IN CHINA, SET TO BECOME THE LARGEST LUXURY GOODS MARKET

Pandemic aside, there is no stopping China when it comes to luxury shopping, a trend that Antonia Milano predicted and embraced with vigor and farsightedness.
According to a joint report compiled by Bain and Tmall, the mainland China luxury market will likely achieve a 48 percent growth in 2020 for a total of nearly 211.3 billion euro, doubling its total share of the global luxury market last year.
A growth trend forecasted by Antonia’s Antonia Giacinti and Maurizio Purificato in 2016 when they first exported their influential global retail reality to China, opening a sprawling namesake boutique in Macao, one of the region’s top shopping destinations. In 2019, they cut the ribbon to K11|Antonia, a cutting-edge and impactful flagship in Hong Kong, housed inside Musea Edition, the fashion annex of K11 Musea, overlooking the spectacular Victoria Harbor. Next in the pipeline are openings in Wuhan in April and Shanghai next year, always with K11 Musea. By 2025, Antonia plans a capillary network of stores spread across the country in established or fledgling luxury spending strongholds - Beijing, Tianjing, Ningbo, Shenzhen and Hangzhou.
“We will continue to invest in China because we believe that consumers will increasingly spend domesti-cally compared to the past years when they travelled a lot. We offer a successful European format, which for them is different and highly appetible in terms of brand mix, styling and showcasing,” says Maurizio Purificato, co-owner of the Antonia Milano Group.
Indeed, according to the report, international travel bans and early Covid-19 lockdowns induced Chinese consumers to turn to national sources for their luxury purchases, energetically boosting the domestic market. This increase helped to double China’s overall share of the global luxury market in 2020 to 20 percent. According to Bain, this year’s growth is expected to continue, putting the country on track to claim the biggest share of the market by 2025.
Just like its predecessors, each Antonia boutique in China is a top destination for style mavens and content-driven Millennials, designed by Italian architect Vincenzo de Cotiis whose elegant, high-impact mix of materials includes colored mirrors, smoky glass, steel and brass, infused with hints of color.