Salomon Opens Anfu Concept Store in Shanghai Blending Paris and Local Culture

SALOMON, a pioneer in modern mountain sports and outdoor lifestyle, has opened its latest retail milestone, the SALOMON Anfu Concept Store in Shanghai. This bold new space brings together French craftsmanship, pioneering retail design, and strong local ties, elevating the brand’s presence in China’s thriving urban adventure scene.

A Blend of Parisian Elegance and Shanghai Style

Located in a historic, French-style building on Anfu Road, famous for boutique shopping, coffee culture, and creative energy, the new concept store draws inspiration from the acclaimed SALOMON Sportstyle store in Marais, Paris. Stepping inside, visitors are met by a seamless fusion of Parisian sophistication and Shanghai’s energetic urban vibe.

“SALOMON has showcased French craftmanship excellence combined with constant innovation. SALOMON continues to forge links between our territories, our cultures and our talents,” said David Kibler, Deputy Consul General of France in Shanghai.

“The localization of the store represents SALOMON’s brand vision, which is made possible by our partners and the warm embrace of local communities,” added Guillaume Meyzenq, SALOMON President & CEO. “It is becoming increasingly influential that Chinese consumers have presented growing focus on functionality and integrated demands for styling and performance. Along with the grand opening, we look forward to growing with Chinese consumers and bringing more innovation to the world!”

The Shanghai SALOMON team collaborated with 11 local shops on Anfu Road before opening, supporting the city’s deep culture of craftsmanship, design, and authentic retail experiences.

“Road to the Future” Project: Linking Paris Fashion Week and Shanghai’s Street Scene

The Anfu Concept Store hosted the China debut of SALOMON’s influential 「Road to the Future」Project, first unveiled at Paris Fashion Week. Local Sportstyle Ambassadors like Jingting Bai and Jinmai Zhao appeared at the launch, showcasing exclusive designs including the XT-Whisper shoe tailored for Chinese urban explorers.

“SALOMON hopes that ‘Road to the Future’ will inspire more original designs and help Chinese design talent enter international markets,” said John Yin, SALOMON VP Greater China, who spearheaded the local initiative.

Ambassador Zhao also engaged with Shanghai’s GO WILD outdoor community, an energetic network of runners, hikers, and mountain enthusiasts—sparking conversations about how city life and outdoor style overlap in China’s biggest metropolis.

Redefining Retail: Fusion of Heritage, Innovation, and Local Culture

The Anfu Concept Store aims to be more than a flagship; it’s a platform for sharing French culture, innovative retail experiences, and diverse urban lifestyles. By integrating SALOMON’s storied apparel and footwear collections, hosting collaborations with local designers, and supporting community events, the store deepens the brand’s role in shaping Shanghai’s urban outdoor movement.

Visitors to the store can expect exclusive releases, athlete meet-ups, product launches, and regular programming to connect sports, fashion, and local passion. The concept blends globally recognized Sportstyle and Performance lines with Shanghai’s unique taste for function, style, and culture.

A Vision for the Future

With this grand opening, SALOMON reaffirms its commitment to growing with Chinese consumers and fueling creativity for urban explorers everywhere. The Anfu Concept Store represents a bold step toward transforming how sport, design, and community unite, and how retail can serve as a launchpad for innovation.

Learn more about SALOMON’s new Shanghai store, upcoming projects, and latest product collections at salomon.com.