P+ Headplayer Plays Tide Brand to Create "Liankafo" in Hangzhou

P+ is a fashion integration store that offers a wide range of products from various brands and designers, making it the perfect one-stop shopping destination. Located in Hangzhou, P+ has recently opened a new store called PARTY at Xiaolong Huanglong International Second Light Shopping Center. This innovative retail concept combines fashion, shoes, lingerie, and accessories under one roof, allowing customers to mix and match different brands based on their personal style. For instance, you can find needle shoes, weightlifting bags, and bold jewelry from Coppelia, or even customize a unique dress designed by Lay in Lavie. Other options include Stone Island’s color-changing trench coats, Kipling’s stylish bags, and CIRCA’s trendy footwear. The store features the trendiest and most popular global brands, offering a curated selection that reflects individual taste and preference. P+ operates as a buyer-led business model, which means it selects and mixes products from different brands, breaking away from the traditional single-brand mall experience. This approach has proven successful, with P+ stores seeing consistent growth and high sales performance. In 2019, a 2000-square-meter P+ store was launched at Hangzhou Tower, and its success led to the opening of a 3000-square-meter P+ store in Xiaoshan, where daily sales have consistently ranked among the highest in the mall. Looking ahead, P+ plans to expand nationwide, with multiple stores in cities like Jinan, Nanjing, Shanghai, and Chengdu. The goal is to open more than 20,000 square meters of P+ stores across the country. Royce, the founder, believes that the future of fashion lies in personalization and variety, as customer preferences become more diverse and unique. Behind the scenes of P+ are the Hui brothers, who have spent over two decades in the fashion industry in Hangzhou. Their deep understanding of global trends and passion for unique design has helped shape the brand's identity. They travel the world each year to discover emerging designers and bring their creations to the Chinese market. In their view, fashion is like tea — it needs to be brewed properly to reveal its true flavor. By selecting international brands that resonate with local tastes, P+ aims to connect with the people of Hangzhou and offer a shopping experience that reflects both global and local styles. The P+ store in Xiaoshan features a range of high-end international brands such as DIESEL, D&G, JUICY COUTURE, BCBG, COPPELIA, Laurel, and KIPLING. While the brand positioning is higher than that of the Hangzhou Tower location, the style remains focused on European trends and niche aesthetics. According to Royce, these "tidal brands" offer understated luxury and a sense of exclusivity that appeals to fashion-conscious consumers. P+ also gives a platform to up-and-coming designers whose work may not be widely known but carries strong creative value. Brands like ESTUNE and Lavie, while not household names, are valued for their originality and design quality. These brands often offer more affordable prices compared to luxury labels, making them attractive to a growing group of young, fashion-forward consumers. The success of P+ in Hangzhou shows that there is a strong demand for unique, personalized fashion experiences. As more people seek to stand out and express their individuality, P+ continues to evolve, bringing fresh and innovative brands into the spotlight. With the Hui brothers acting as "designer brokers," the brand remains dynamic, constantly refreshing its selection to stay ahead of the curve.

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