XINLELU.COM open new Jingan boutique

E-tailer expands offline presence with a new Jingan boutique

One year on from the launch of their website, local indie designer e-tailer XINLELU.COM look to be going strong. While perhaps not yet the Asos of China (their self-proclaimed aim) yet, they've recently explanded their offline presence with a boutique in Jingan.

While their lovely Wuyuan Lu showroom (shared until recently with William the Beekeeper's second branch) has served primarily as a venue for fashion events and media loans, the new venture is a 'true' store which was opened 'for their customers', according to founder Jillian Xin.

It's a slick, spot-lit, glass-fronted affair which previously housed an anonymous rag-tag boutique, just up the road from swanky salon C-House, and Golden Eagle Plaza. Inside, the rails are neatly divided into sections labelled with the designers' names, alongside a display case housing delicate jewellery by (among others) new arrival Alex Monroe, and a coffee table strewn with fashionable tomes including The Sartorialist's latest release and Beaton on Vogue.

Still in soft opening with the paint barely dry on the walls, the official launch isn't due until Saturday 6 July, but there'll be a handful of summer activites over at the showroom this month, including a sample sale from one of their most popular designers, Aijek.

XINLELU.COM Boutique 414 Shaanxi Bei Lu, near Beijing Xi Lu, Jingan district. See full address details