Primo Japan is pleased to announce the grand opening of the “I-PRIMO Shanghai ifc mall Store”, our original I-PRIMO brand’s 100th store location worldwide, now open in the Shanghai ifc mall, a major shopping complex in the Pudong district of Shanghai.

◆New challenges for our 100th store as the Chinese market begins to recover

Against the backdrop of rising COVID-19 infections, conditions on the Chinese mainland are beginning to show signs of recovery. Through our reassuring customer service, based on our company philosophy of “Primo (the best) dreams for Primo (supreme) happiness”, we at Primo Japan hope to support communities, not only in Japan but around the world, with returning to a calm, daily life as soon as possible. It is with this in mind that we decided to start by opening our new store location, the “I-PRIMO Shanghai ifc mall Store” in Shanghai’s Pudong district first, bringing the total number of store locations for our I-PRIMO original brand to 100 stores throughout the world.

◆Shanghai ifc mall: Pudong’s Premier Shopping Complex

Although Shanghai’s Pudong district is administered by the Direct-controlled Municipality of Shanghai, the area is the main tourist area that has come to stand for Shanghai itself with its distinctive skyline, including the Oriental Pearl Tower, row of skyscrapers, large shopping malls and other redevelopment projects. Shanghai ifc mall is a luxury shopping mall that opened in 2010, situated in a major commercial center with high-rise office buildings and 5-star hotels and direct access to Lu Jia Zui Metro station. Here, more than 240 tenants, including luxury global brands in fashion, cosmetics, jewelry and more, occupy a total area of 11,000 square meters. Our new store location is on the B1F among other global jewelry brands, and we expect to attract a high number of customers and increase brand recognition in our target bridal market segment.

◆Towards Greater Global Brand Recognition for the I-PRIMO Brand

Since opening our first store in Mainland China in Shanghai in July 2016, we have expanded to Hangzhou, Shenzhen, Beijing, Chengdu, Suzhou. The rise of COVID-19 infections since February 2020 has had a major impact on retail businesses in Mainland China, but signs of gradual recovery are beginning to appear, and our sales in China are also significantly recovering. Customers coming to our stores show a high level of motivation to make a purchase, so in order to provide all of our Chinese customers a space in which they can enjoy our signature “I-PRIMO” high-quality service, allowing them to choose this once in a lifetime ring more comfortably, we are opening this store, our 5th in the Shanghai area. We hope to actively continue increasing our I-PRIMO brand recognition and expand our business in Mainland China in the future.