Xexymix launches pop-up store in Shanghai BFC Mall

South Korea's media and e-commerce company Brand X Co. announced on Wednesday its activewear brand Xexymix has opened a pop-up store at the BFC Mall in Shanghai, China.

The BFC Mall is a major shopping destination situated between Pudong, the old town of Shanghai, and Waitan, the new district. With its concentration of cultural attractions and landmarks, the mall attracts a high volume of tourists.

Enhanced with amenities such as restaurants, cafes, and rooftop gardens, the mall also hosts various art exhibitions, positioning it as a sought-after cultural space for visitors of all ages.

Xexymix has chosen the basement level for its pop-up store, joining a lineup of renowned global sports brands. This move marks the brand's debut in the mall, setting it apart as the first domestic athleisure brand in this location.

Xexymix plans to feature its popular Black Label Signature 300N prominently, alongside a diverse range of athleisure products.

In line with its expansion strategy, Xexymix aims to establish four stores in Shanghai this year, including the current pop-up locations.

The brand envisions strengthening its footprint in China with a unique product lineup, a reinforced sales network in and around Shanghai, and a bespoke marketing approach catering to both online and offline channels.

Broadening its horizon beyond China, Xexymix is also amplifying efforts across overseas markets with an ambitious goal to inaugurate 100 global stores by next year.

Write to Ji-Yoon Yang at yang@hankyung.com