On December 5, 2021, China Duty Free Group (CDFG) joined hands with Max Mara to hold the grand opening of the Outdoor Pop-up Store in Sanya International Duty Free Shopping Complex in celebration of the 70th Anniversary of Max Mara. CDFG, as the exclusive retailer in China’s travel retail channel for Max Mara’s 70th Anniversary Pop-up Store tour, managed to achieve a perfect combination of Max Mara’s 70th Anniversary Party with its Capsule Collection products, offering an unparalleled new experience to customers in Sanya International Duty Free Shopping Complex.
Max Mara, founded by Achille Maramotti in 1951, is a world-renowned Italian brand in the fashion industry. Max Mara has become one of the symbolic signs of the Italian style. Considered as the Italian model of defining luxury and fashion, it is dedicated to providing high-quality ready-made clothes and accessories for independent and sophisticated ladies in the contemporary world. Max Mara has been known for its classic design and carefully-chosen fabric, and highly praised for its coats with classic styles, suits with sharp and neat cutting, as well as fashionable accessories. Max Mara always boasts its traditional cutting patterns, premium materials, innovative design, world-class taste, modern temperament, and graceful appearance.
The Outdoor Pop-up Store of the 70th Anniversary of Max Mara, located at Sanya International Duty Free Shopping Complex, has created a real lively theme birthday party, whose leading characters are the cartoon figures of the brand - TEDDY, a little bear, and its new family members. Besides, it presents a large-scale art display and several spots for taking snaps, which are both entertaining and refreshing, and thus customers can enjoy a unique shopping experience in Sanya International Duty Free Shopping Complex.
In celebration of the 70th Anniversary, Max Mara has launched 7 patterns of Capsule Collection T-Shirts, all of which were ingeniously created by well-known artists. Keeping young mentality and uplifting spirit, the brand takes “Historical heritage and constant innovation” as the statement of its design concept. In addition, the 70th Anniversary Capsule Collection also revives three signature coats of Max Mara - 101801, Ludmilla and Teddy Bear by adding a recognizable mark of “1951”, so as to merge the chic trendy brand with its classic charms and bring a fully new feeling to customers.
The cooperation between CDFG and Max Mara was initiated in September 2014, when CDFG introduced its first Max Mara duty free shop to Sanya International Duty Free Shopping Complex. The cooperation between CDFG and Max Mara has ever deepened since then. In 2020, Max Mara Boutique Store was renovated in Sanya International Duty Free Shopping Complex. Its more enjoyable shopping experience became really popular among customers after such upgrading. By the end of 2022, three boutique duty free shops will have been jointly opened by CDFG and Max Mara in Hainan.
The grand opening of the 70th Anniversary Outdoor Pop-up Store of Mara Max not only marks the enhanced cooperation between CDFG and Max Mara, but also showcases the leading role of CDFG in the duty free boutique industry. In the future, with the strong support of the parent company China Tourism Group, CDFG will further strengthen the exchange and communication with global brands to explore new space and practice in the duty free market, constantly provide the top-class shopping experience for customers, and contribute to the prosperous development of the travel retail market in China.