THE WHAT? The Estee Lauder Companies-owned Le Labo has opened its first bricks and mortar location in mainland China, according to a report published by WWD.

THE DETAILS Housed in a two-storey shikumen building in Shanghai’s Xintiandi district, the flagship houses a vegan bakery and café as well as showcasing the brand’s fragrances.  

THE WHY? China is slated to be the next boomtown for fragrance brands, and Jiayu Fan, President and CEO of Le Labo China told WWD, “The introduction of Le Labo, a well-known perfume brand, will further enrich and strengthen the brand matrix of Le Labo in China. We are confident that the brand will become an engine of growth for Estee Lauder Cos in the perfume sector and for the overall business.”