Grand Opening of LE SAUNDAs Shenzhen Flagship Store, Steady Progress in Multi-Channel Strategy
On August 22, 2025, the renowned Hong Kong footwear brand LE SAUNDA (HKEX stock code: 00738.HK) celebrated the grand opening of its newly upgraded image flagship store at KK MALL in Shenzhen. This move is of great significance as a vital part of the brand's steady advancement of its omni-channel strategic layout and expansion of its multi-channel retail strategy. Located at Shop L204 on the 2nd floor of KK MALL, Luohu District, Shenzhen, the flagship store will serve as an important medium for the brand to closely communicate with Shenzhen consumers and lead the new direction of the brand's future development.
Omni-Channel Development — Steadily advancing the omni-channel strategic layout, thoughtfully expanding multi-channel retail
From the success of the first store in Shunde as a "touchstone" to the landing of the new store in Shenzhen, behind this is LE SAUNDA's thoughtful channel expansion strategy. In the future, our flagship stores will focus on mature shopping centers in core cities, adhering to the brand philosophy of "building the brand with dedication, making products with conscience, and treating users with sincerity," and deeply interpreting the brand's tenet of "excellent quality, great style, and fine craftsmanship."
Looking at the overall picture, the development of flagship stores is a microcosm of our overall strategy. In the future, we will synergistically develop five major channels: flagship stores, department stores, outlets, franchises, and e-commerce, forming a joint force to provide consumers nationwide with a more complete and multi-dimensional brand experience.
Precise Matching of Supply and Demand — Deepening cultivation in the vertical field of commuter footwear, matching the core needs of the elite
Shenzhen is one of the cities with the strongest commuting demand in the country, and its elite group's demand for specialized commuter shoes is increasing day by day. LE SAUNDA has been deeply involved in the field of commuter footwear for 48 years. Relying on the foot shape data of over 30 million Asian users and ergonomic technology, integrated with Italian craftsmanship, it creates high-quality footwear with "excellent quality, great style, and fine craftsmanship." It is committed to satisfying consumers' three-dimensional experience in temperature (focusing on comfort and perceptible technology), height (inheriting craftsmanship, creating the golden ratio, and utilizing the most suitable shoe lasts for Asians), and attitude (crafted with ingenuity, warm care, and empowering a more confident attitude in the workplace), making it a "new commuting expert" in the footwear field.
Settling in Shenzhen is precisely based on LE SAUNDA's deep insight into the pain points of urban commuters, responding to market demand with professional products, hoping to make high-quality commuter shoes the daily standard for Shenzhen's elite professionals.
To match the diversified fashion needs of local consumers in Shenzhen, LE SAUNDA has specially launched the "Lucky Pengcheng" Shenzhen limited edition retro sneakers. The design of this shoe integrates bright bay blue and wave patterns, paying tribute to the vibrant spirit of the coastal city. At the same time, the flagship store has launched a full range of new products for this season, continuing the brand's autumn/winter retro-tracing theme of "Cloud Art Renaissance." It offers a modern interpretation of the brand's core "Three Treasures" series products: the Queen's brisk aura shoes, the cloud pressure-free shoes, and the quick slip-on shoes. It is dedicated to enabling local Shenzhen consumers to find versatile footwear here that meets the needs of all scenarios, being both fashionable and professional.
The shopping mall model can create an immersive experience space, allowing consumers to feel the full range of products more directly and comprehensively, precisely matching their shoe purchasing needs. Meanwhile, the flagship store's upgraded 1-on-1 exclusive shopping guide service and full-link member service system will also help the brand build a deeper emotional connection with consumers. Providing warm companionship to consumers not only now but also in the future, satisfying individual needs in a differentiated way, and greatly enhancing user stickiness and consumption vitality. Therefore, the shopping mall combination model of "large flagship store + finely decorated flagship store" will be our important strategy for flagship store expansion in the next few years.
Charity Linkage — Continuing the creative art of eco-friendly shoe lasts to fulfill social responsibility, a multi-dimensional combination of inheritance and renewal
The KK Mall flagship store presents our brand-new "City Artisan Workshop" concept for the first time. The store's main tone is simple and warm, with a specially set up artistic shoe last exhibition area, displaying excellent creative works made from discarded shoe lasts by students from Lee Wai Keung Vocational and Technical School. This originates from the brand founder Mr. Lee Wai Keung's long-term support for educational undertakings in his hometown. On the eve of the opening, the LE SAUNDA brand specially set up a dedicated fund at Lee Wai Keung Vocational and Technical School to support students in carrying out artistic creation using shoe lasts as a medium. This fully mobilizes students' enthusiasm for creativity and innovation. While deeply integrating Shenzhen's urban culture, it continuously promotes the development of environmental protection concepts and resource recycling, demonstrating the brand's sense of social responsibility.
At the same time, the flagship store has set up a brand-specialized craftsmanship wall, allowing consumers to intuitively understand the details of LE SAUNDA's creation of high-quality and comfortable footwear. The design of this space not only makes consumers feel comfortable and natural but also demonstrates the creative vitality of the new generation, conveying the brand's emphasis on educational charity and sustainable development. It is a vivid extension of the philosophy of "treating customers with sincerity, making products with conscience, and building the brand with dedication."
Strategic Advancement — Grand opening ignites market enthusiasm; Guangzhou, Dongguan, and Foshan to launch simultaneously in September
On the opening day, the flagship store's "LE Play, LE Relax" themed activities were brilliant and diverse, 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, generating an enthusiastic response.
In September, LE SAUNDA's newly upgraded flagship stores in Guangzhou, Dongguan, and Foshan will launch simultaneously across the three cities. This demonstrates LE SAUNDA's firm confidence in steadily advancing its channel expansion strategy, taking the Greater Bay Area as the core and radiating to high-end shopping malls in other provinces and cities.
