The Swedish endurance sports brand is testing Asian-fit products and community-driven retail after a pilot pop-up at Zhangyuan validated demand for functional performance apparel in China’s growing endurance segment.
Craft, the Swedish endurance sports brand, opened its first concept flagship store in China at the HKRI Taikoo Hui complex in Shanghai’s Jing’an district on 29 January.
The 1977-founded brand is positioning the store around what it describes as a “full-scenario endurance experience,” covering everyday activities like running and training alongside more specialized disciplines including cycling and skiing. Multiple product lines address different climate conditions and intensity levels, allowing consumers to select technical apparel for varied performance requirements.
The Shanghai flagship follows a pilot phase that began in April 2024, when Craft operated a temporary experience space at Zhangyuan, also in Jing’an. That pop-up concentrated on running and cycling to assess Chinese consumer response to functional fabrics, base layers, and long-distance performance gear. Customer feedback from that testing period has shaped product selection, store layouts, and retail planning for the permanent location.
Craft is adapting its products for the Chinese market, adjusting fit and fabrics for local body types and climate conditions. The Shanghai store marks the brand’s transition from a short-term market test to a permanent retail footprint aimed at China’s endurance sports community.
Store positioning
The Jing’an location places Craft in Shanghai’s premium retail corridor, where international sporting goods brands compete for visibility among China’s growing endurance sports community. The brand enters a market in which functional performance apparel faces competition from both established global players and domestic technical sportswear labels.
The store will support community activations and group events, aligning with China’s rising run club culture and organised endurance training groups.
