​Since opening on Old Church Street in London in 1973, Manolo Blahnik has grown into a global brand with sales channels across more than 30 countries and regions, including Europe, North America, Asia, and Australia, and its international e-commerce platform. Manolo Blahnik is celebrated as a legendary figure in the fashion industry and a master shoemaker of extraordinary skill.

As the second-generation leader of Manolo Blahnik, Kristina Blahnik sees one of her key roles as preserving the brand’s legacy while establishing a strong foundation to ensure its success well into the future. Kristina has expanded the brand’s global presence, working closely with her uncle, the legendary designer, and her mother, Evangelina, who served as managing director until 2013. Throughout, she has upheld the brand’s core values of exceptional design and craftsmanship, staying true to the uncompromising standards that define this family business.

In 2024, Manolo Blahnik launched its first boutique in mainland China, making a significant entry into the world’s largest luxury market. To celebrate this milestone, the brand designed several exclusive shoes for Chinese customers, highlighting its signature craftsmanship and passion for nature and life.

This November, Kristina Blahnik visited Shanghai for the boutique’s grand opening. In an interview with FashionNetwork.com, Blahnik shared insights on the Chinese market and revealed plans for Manolo Blahnik’s future expansion in China.

Fashion Network: In 2024, the brand established joint ventures and independent companies in Hong Kong and mainland China. When did the brand first start exploring the Chinese market?

Kristina Blahnik: China has always been on our radar, and it is a privilege to finally open our first bricks and mortar store in Shanghai. When we successfully obtained our trademark two years ago our journey to open really began. Initially, we started with lots of research, visits to potential retail spaces, in person community engagement and securing the best partners on the ground who have the same values and ethos as our own.

FN: What kind of brand image does Manolo Blahnik hope to establish in the minds of Chinese consumers? What do you think the brand’s development strategy should be for the Chinese market?

KB: I believe our core values of craftsmanship, artisanry, comfort and heritage translate globally, and we want to enter the Chinese market communicating this ethos. We have 54 years of rich history and storytelling to share and building communities of brand enthusiasts, long-term customers and new clients who are yet to discover the brand is our top priority. It’s about listening and learning from our Chinese customers to continue or growth and improving what our brand offers in the market. As a business, we are fully dedicated in this mission. 

FN: Beyond the Shanghai Plaza 66 boutique, are there any other plans for new stores in China? 

KB: Yes. We are carefully considering another three or four cities to expand into in the coming years. Our approach is considered, we take our time, but expansion in mainland China is a strategic goal of the business.  

FN: Considering China’s booming e-commerce capabilities and digital marketing landscape, has the brand already developed plans in this area? 

KB: We have just launched our first social media accounts in China on WeChat and Little Red Book. To my earlier point, social commerce is a global strategic objective for us, and we will be fully engaging in these platforms from November 2024. We have a ‘craft’ mini program launching later in the year and in early 2025 are excited to launch on Tmall in China. 

FN: How do you view the prospects for the China and Asian markets, and do you have any initial goals in mind?

KB: We have had three major openings in Hong Kong this year, which are so far performing positively, and our highly anticipated Shanghai launch on the horizon. We want to engage with our new local customers and garner honest feedback to be in a position where we are continuously improving. This is only the beginning of the journey, with much more still to achieve, but we are full invested on succeeding in China and I feel proud of the work we have done so far.  I also have several interesting projects in mind related to the young creative talents’ support and maybe some special collaborations with Chinese craftsmanship as well.  We are all very excited about all the plans in the pipeline for mainland China.