P+ is a fashion integration store that offers a unique shopping experience by combining products from various brands and designers, all under one roof. Located in Hangzhou, this innovative concept has quickly gained popularity, especially with its new store opening at Xiaolong Huanglong International Second Light Shopping Center. The store features a mix of high-end and trendy items, making it a go-to destination for fashion-conscious shoppers.
At P+, you can find everything from needle shoes and weightlifting bags to oversized jewelry from Coppelia, or even customize a small dress designed by Lay in Lavie. You can also choose from Stone Island’s color-changing trench coats, Kipling’s stylish bags, or CIRCA’s trendy footwear. This blend of global brands allows customers to create their own unique style while enjoying the convenience of one-stop shopping.
The concept of P+ is based on “brand mix and match,†where different fashion elements—such as clothing, accessories, and jewelry—are combined to cater to individual tastes. It's not just about selling products; it's about offering a curated selection of the trendiest and most sought-after items worldwide. This approach reflects the core of the fashion integration model: the buyer’s business. Unlike traditional retail, where only one brand is sold at a time, P+ brings together multiple brands, creating a fresh and exciting shopping environment.
Founded by Royce, the director of Pinjia Department Store and the founder of P+ Trendy Theme Park, the brand has grown rapidly. In April last year, a 2000-square-meter P+ store was opened in Tower D of Hangzhou Tower, and it has seen steady growth in sales. In December, a larger 3,000-square-meter P+ store opened in Xiaoshan, and it has consistently ranked first in daily sales within the mall.
Looking ahead, P+ plans to expand nationwide, with more than 20,000 square meters of space across major cities like Jinan, Nanjing, Shanghai, and Chengdu. Royce is confident in this ambitious expansion, stating that the trend in department stores is shifting toward more diverse and personalized choices for consumers. With the rise of individualized fashion needs, P+ aims to lead the way in this new era of shopping.
Behind the success of P+ are the Hui brothers, who have been deeply involved in the fashion industry in Hangzhou for over 20 years. They may not be traditional buyers or designers, but they have an exceptional sense of style and a deep understanding of global trends. Their strategy involves traveling the world each year to discover emerging brands and designers, ensuring that P+ always stays ahead of the curve.
When it comes to selecting brands for P+, the criteria are not about fame or name recognition, but rather whether a brand can truly impress them. If a designer’s work is powerful and resonates with their vision, the Hui brothers are willing to invest in promoting the brand and helping it grow. This dynamic approach allows P+ to constantly refresh its offerings, maintaining a balance between uniqueness and trendiness.
In addition to well-known names, P+ also features up-and-coming designers whose work may not be widely recognized yet, but whose designs are undeniably original and stylish. These brands often offer a more affordable price point compared to luxury labels, appealing to a growing demographic that values individuality and self-expression.
The success of P+ in Hangzhou proves that there is a strong market for this kind of fashion integration. Shoppers are no longer satisfied with mass-produced, mainstream fashion; instead, they seek out pieces that reflect their personal style. As a result, P+ continues to evolve, offering a fresh and exciting shopping experience that caters to the modern, fashion-forward consumer.
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