Yonex opened the Yonex Shanghai Showroom, the first overseas showroom for the Japanese sporting goods brand, on Aug. 5, located at 939 Huaihai Middle Road in one of Shanghai’s major shopping areas. The new showroom will allow the brand to share its values through product stories and services. The space will also act as an “exchange hub” where customers can communicate their needs and provide feedback for product development. The 550-sqm premises offer a broad range of products for badminton, tennis, golf and snowboarding. The showroom also offers customized services like racquet stringing, shoe customization, apparel customization and more. Customers have the opportunity to experience immersive courts and try badminton and tennis products in a digital space, combining virtual imagery with actual physical play. The showroom will also act as a space for live commerce activities and events featuring world-class athletes. Yonex posted an 18 percent sales growth in the first quarter that ended June 30, with sales in Europe up by 39 percent, as previously reported.

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