First in Shanghai is our column documenting the rise of Shanghai's "debut economy," a model built on being first, fast, and everywhere at once. What started as a policy initiative has morphed into a citywide phenomenon: part economic strategy, part cultural spectacle. In this series, we explore how brands – both local and global – are choosing Shanghai not just to launch products, but to create moments. It's retail as ritual, commerce as event, and we're here to unpack what it all means.

Shanghai keeps serving up the new – from sleek flagships and fresh fitness wear to brunch spots worth a photo (or two). This round of first stores brings everything from Aveda's nature-powered haircare haven in Xintiandi to Salomon's ultra-cool concept space on Anfu Road, where French flair meets street culture. The city's retail scene? Definitely on the up.

Aveda | 艾梵达

On July 15, Aveda, the premium haircare brand under Estée Lauder Companies, officially opened its first concept flagship store in China at Shanghai Xintiandi.

Widely known as the "Hermès of premium haircare," Aveda is a natural plant-based brand founded by hairstylist Horst M. Rechelbacher that combines modern technology with the ancient Indian philosophy of Ayurveda.

The brand name comes from "Ayurveda," a Sanskrit term meaning "the science of knowledge and life."

Founded in 1978 and acquired by Estée Lauder in 1997, Aveda places sustainability at its core, focusing on natural yet effective products for hair, skin and body care. The brand has built a global retail network spanning stores, salons, and specialty counters across 45 countries and regions.

Aveda launched its Tmall flagship store in July 2022, marking its official entry into the Chinese mainland. Its first brick-and-mortar store followed shortly after at Taikoo Li Qiantan in Shanghai.

Currently, Aveda operates 14 stores across major cities, including Beijing, Shanghai, Guangzhou, and Wuhan. The opening of this new flagship marks a significant milestone in Aveda's expansion in China, highlighting the brand's long-term commitment to the market.

Venue: North Block, Xintiandi | 新天地北里

Address: Building 16, Lane 181 Taicang Rd | 太仓路181弄16号楼

Salomon | 萨洛蒙

Located in a century-old French white building, Salomon's "Fujun (福郡)" concept store has officially opened on Anfu Road.

The name "Fujun" draws inspiration from "Anfu" and symbolizes Salomon's vision of creating a cultural hub – blending the brand's heritage, spirit of innovation, and cutting-edge style into a dynamic landmark. The store integrates French cultural elements rooted in the brand's DNA into the local Anfu neighborhood ecosystem.

The building features a sleek three-story white façade evoking French elegance, which continues inside with a refined interior blending classic French aesthetics and modern minimalist design.

This experimental retail space combines art curation, cross-industry collaborations, exclusive product launches and community engagement.

Salomon has teamed up with Pierre Marcolini to offer limited-edition French macarons. Guests can also enjoy chocolates, ice cream, and other treats that bring a sense of relaxed French indulgence into everyday urban life.

Venue: North Block, Xintiandi | 新天地北里

Address: 183, 185 & 187 Anfu Rd | 安福路183号、185号、187号

Tumi | 途明

Tumi celebrates its 50th anniversary with the grand opening of its first flagship store in China, officially launched on July 1 in Jing'an District.

The store's sculptural exterior design is inspired by the brand's iconic 19 Degree motif. Inside, marble finishes and soft neutral tones create a calm and refined backdrop for showcasing Tumi's full range of travel essentials for men and women, lifestyle accessories, and other premium branded products.

The flagship marks a new milestone for the brand in China. Centered on the theme of "travel," the space blends artistic philosophy and modern aesthetics to create an immersive shopping experience. Flowing lines throughout the design reflect Tumi's core spirit of constant forward motion.

Venue: Shanghai Centre | 上海商城

Address: East Zone, Ground Floor, 1376 Nanjing Rd W. (Unit A02-B) | 南京西路1376号(底层东部A02-B)

Onionio·Pasta | 北欧松林木屋

Onionio, a popular restaurant from Shenzhen known for serving "Instagram-worthy" meals, has opened its first location in Shanghai.

The brand name blends "On" and "i," reminiscent of the colonnades in Western architecture that connect people – symbolizing connection and shared experiences.

With a concept of Brunch, Bistro and Bakery, Onionio infuses the romance and warmth of southern France into everything from its interior design to its dishes, offering a laid-back yet refined taste of French living.

The menu features authentic flavors from across Europe, using organic, healthy ingredients paired with global cooking techniques. Creative baked goods from Italy, France, and Korea round out the offerings. The brand promotes a relaxed dining lifestyle of "Casual Dining, Light Drinking."

Venue: iapm Mall | 环贸iapm

Address: 5/F, 999 Huaihai Rd M. | 淮海中路999号5楼

Popbasic

Popbasic launched its first retail store in China at Century Link Tower in Shanghai on July 18.

Founded in 2021, Popbasic is the first domestic activewear brand in China specifically designed for strength training. Guided by the brand philosophy of "Passion, Openness, Strength," Popbasic is committed to providing workout gear that helps fitness lovers instantly get into training mode.

Spanning over 200 square meters, the store seamlessly merges sport and lifestyle, product and community, function and aesthetics – offering an immersive experience centered on the beauty of strength.

Venue: Century Link Tower | 世纪汇广场

Address: 3/F, 1192 Century Avenue | 世纪大道1192号3楼