LE SAUNDA’s First Upgraded Image Flagship Store Nationwide Makes a Strong Debut in Shunde; The 49-Year Artisan Brand Opens a New Chapter of Strategic Upgrading
On April 25, 2025, the well-known Hong Kong footwear brand LE SAUNDA celebrated the grand opening of its first upgraded image flagship store nationwide at Foshan Shunde MIXC. This move is of great significance as a key link in the brand's strategic transformation. Located at Shop L265a on the second floor of Shunde MIXC, the flagship store will serve as a new benchmark for expanding more flagship stores in the future, leading the new direction of the brand's development.
Multi-Dimensional Renewal — The First Flagship Store Nationwide Defines a New Paradigm of Experiential Retail
The grand opening ceremony kicked off with the traditional lion dance eye-dotting ritual. The purple trendy lion "plucking the greens" (Cai Qing) cleverly echoed the brand's auspicious meaning of "walking with a dynamic breeze." Mr. Lee Wai Keung, the founder of the group, together with the group's senior management, leaders of the MIXC mall, and the secretary of Shunde Li Weiqiang Vocational and Technical School, jointly completed the ribbon-cutting ceremony. The store was crowded with guests and bustling with excitement, fully demonstrating the vigorous vitality and boundless energy of the upgraded brand.
Taking "tracing to the source and renewing" as its core concept, the flagship store has achieved a comprehensive upgrade in three dimensions: space design, service experience, and cultural integration. In terms of space design, the store completed the renewal and upgrade of the brand's VI (Visual Identity) and SI (Store Identity). Guided by the brand philosophy of "Infinite Self-Delight, Boundless Innovation," it uniquely uses the infinity symbol to create the central display booth, becoming a major visual highlight in the store. The art shoe last installations hung on the art wall inside the store also attract everyone's attention—these works originated from the "Infinite Creativity, Inheriting Shunde — Eco-friendly Co-creation with LE SAUNDA" shoe last art design competition jointly held by LE SAUNDA and Shunde Li Weiqiang Vocational and Technical School. Using discarded shoe lasts as creative materials, they fully showcase the unique charm of innovative inheritance.
In addition, the upgrade of the service experience is a major highlight of this flagship store. The shopping guide team has transformed into professional matching stylists, providing customers with one-on-one exclusive services from entering to leaving the store, creating a welcoming shopping atmosphere. A special "Activity Corner" is set up in the store, where DIY workshops, member salons, and other events will be held irregularly. Meanwhile, innovative technological facilities such as 3D-printed exclusive insoles for members are planned to be introduced, upgrading the traditional retail space into an interactive experience center and bringing customers a brand-new shopping experience. The brand deeply integrates Shunde culture, launching a limited edition "Shun Feng DE Yi" (Smooth Sailing in Shunde) retro sneaker exclusively for the Shunde area. The shoe features a black and yellow contrasting color design paying tribute to Lingnan martial arts culture, with "SHUN DE" customized on the upper, engraving the city's cultural DNA. Using wearable cultural symbols to interpret the brand's artisan inheritance and innovative boldness, it has become a perfect example of combining culture and fashion.
To express gratitude to loyal fans for their constant companionship, LE SAUNDA has launched customized exclusive benefits for the Shunde flagship store. At the same time, through innovative activities and space upgrades, it comprehensively displays 48 years of artisan accumulation and cutting-edge store experience, taking action to fulfill the brand promise of "building the brand with dedication, making products with conscience, and treating customers with sincerity," turning every bit of support into doubled, warm returns.
Deep Cultivation of Private Domain — Precise Customer Acquisition to Build a Traffic Pool
LE SAUNDA has recently used the Shunde flagship store as a pilot to launch a new retail strategy that deeply integrates online and offline channels, realizing brand upgrading through the precise operation of private domain traffic. With "local deep cultivation + digital empowerment" as the core, the store carries out multi-dimensional marketing around its surrounding areas: pushing member benefits and opening events online, and setting up special recruitment points offline to attract consumer registration. Meanwhile, relying on smart systems to integrate member data, it implements differentiated marketing strategies, effectively enhancing user stickiness and consumption vitality.
It is worth noting that this model performs outstandingly in terms of member growth and operational efficiency. In the early days of its opening, the store attracted a large number of new members, and the spending power and repurchase rate of members were significantly higher than those of non-members, verifying the commercial value of private domain traffic operation. Currently, the brand has standardized this model and plans to export a full set of support systems to franchisees, including smart management systems, customized marketing plans, and operational training, to accelerate market expansion. This transformation marks LE SAUNDA's important breakthrough from traditional retail to data-driven operations. Its closed-loop model of "precise acquisition - deep operation - continuous conversion" provides a replicable innovative paradigm for the industry. The brand stated that it will focus on advancing the city partner program, helping partners achieve rapid penetration in regional markets through resource integration.
Brand Upgrading — Strategic Transformation and Channel Expansion Planning
"The landing of the first upgraded flagship store nationwide in Shunde represents the two anchor points of our brand's strategic transformation." Mr. Chan Tsz Lok (Chen Zile), Chief Financial Officer of LE SAUNDA Holdings Limited, elaborated on the profound meaning of choosing Shunde. The first is spiritual tracing: the ancestral home of brand founder Mr. Lee Wai Keung is Shunde. Thirty years ago, Mr. Lee introduced exquisite Italian shoemaking technology to the mainland and established a factory in Shunde independently managed by Italians. Today, choosing Shunde for the first upgraded flagship store highlights the brand's tracing spirit. The second is model verification. Starting from Shunde, deeply integrating local culture with new-generation innovative design concepts, it aims to create a "business + culture + sustainability" three-in-one composite retail space, providing a replicable retail model for the expansion of national stores.
Given the recent complex and volatile global economic situation, Mr. Chan stated: "Crises and opportunities coexist. We will not stick to the old model but have decided to start anew. The brand will continue to renew and upgrade through three aspects: brand power data empowerment, the modernization of offline physical retail, and online channel empowerment. Over the past 48 years, based on more than 30 million pairs of shoes sold and millions of user feedback data, LE SAUNDA has refined core data and continuously optimized products to truly achieve 'excellent quality, great style, fine craftsmanship, and fair price'. Furthermore, by showcasing product quality advantages in stores and strengthening communication on online channels to tell the story of the brand's historical accumulation and innovative transformation momentum, we are continuously enhancing brand competitiveness." In terms of channel strategy, the brand is advancing precise value reconstruction. "In the future, we will continue to advance the channel upgrade strategy and complete the strategic store structure optimization of precise contraction and value reconstruction," revealed Mr. Chan. With abundant capital reserves and a solid financial position, the company plans to deploy 200-300 new concept stores modeled after the Shunde MIXC flagship store in high-end shopping centers across second- and third-tier cities in the coming years.
Charity Linkage — Creative Competition Shows Social Responsibility
On the eve of the opening, LE SAUNDA partnered with Li Weiqiang Vocational and Technical School in Shunde District, Foshan City, to host the "Infinite Creativity, Inheriting Shunde — Eco-friendly Co-creation with LE SAUNDA" shoe last art design competition.
Students used discarded shoe lasts provided by the brand for artistic creation, and the award-winning works are exhibited in the flagship store's art exhibition area, labeled with the creators' names.
This activity not only stimulated students' creative inspiration and showcased the unique charm of Shunde culture, but also promoted resource recycling through the integration of environmental protection concepts, demonstrating the brand's sense of social responsibility. Mr. Chan stated: "As one of the schools funded by the founder, we are committed to integrating education into social practice, making charity not just about financial support, but also about teaching people how to fish, and practicing the concept of sustainable development." This innovative model of integrating education and environmental protection concepts with brand culture fully reflects LE SAUNDA's brand spirit and corporate warmth.
Grand Opening Ignites Market Enthusiasm
On the opening day, the "LE Play, LE Relax" themed activities were brilliant, covering segments such as a DIY shoe decoration workshop, lion dance ribbon-cutting, and toasting. LE SAUNDA introduced multiple benefits, and the in-store activities attracted many customers to stop by and participate.
As the first model project of the brand upgrade, the Shunde flagship store concentratively demonstrates LE SAUNDA's adherence to artisan inheritance, pursuit of innovative breakthroughs, and commitment to social responsibility. Standing at the new starting point of its 48-year brand history, LE SAUNDA is opening a brand-new chapter in China's accessible luxury footwear market with a more open and innovative posture.
