DFS Group to launch DFS Yalong Bay in Sanya as part of expansion strategy in China

Global luxury travel retailer DFS Group has unveiled plans to open the first seven-star luxury retail and entertainment destination, DFS Yalong Bay in Sanya, Hainan by 2026 as part of its expansion and investment strategy in the China market.

This comes as part of DFS Group’s ambition to lead and grow the market share of luxury in Hainan across fashion, beauty and fragrances, watches and jewellery by developing the new destination in Yalong Bay. Nancy Liu, president, DFS China confirmed the DFS Yalong Bay development represents a core component of DFS’ long-term expansion and investment strategy in the China market.

Yalong Bay represents a key entry point to Hainan which the Chinese government plans to turn into the world’s largest free-trade port. As Hainan also offers luxurious resorts, sandy white beaches and high-end medical facilities, the group believes that Hainan is well-poised to become one of the fastest growing luxury markets in the world maximising both domestic and international consumption, according to Benjamin Vuchot, DFS chairman and CEO.

The 128,000 square meter site will feature over 1,000 luxury brands including iconic maisons from the LVMH Group, with elevated immersive concepts across multiple categories such as fashion and apparel, beauty and fragrances, watches and jewellery, wines and spirits, fine dining, food and beverages.

Upon completion of DFS Yalong Bay, DFS will not only play a positive role in elevating Yalong Bay, but will also secure Sanya as a top-tier luxury destination on the global stage with the brand partners it brings, leveraging its DNA in luxury travel retail.

Vuchot said looking forward, the group is committed to forging new retail legends in Hainan and throughout China with its strategic partners bringing unforgettable experiences to all domestic and international travellers.

“We are also proud of the contribution we will make to the local economy of Hainan. We expect DFS Yalong Bay to attract over 16 million visitors per year by 2030 and create sizeable economic opportunities within Yalong Bay.”

Vuchot added, “With Hainan on course to become one of the world’s largest luxury retail markets in the next five years, DFS Yalong Bay will be a critical addition to DFS’ global portfolio. We expect tourism to grow significantly as investments in passenger airport capacity, high-speed roads and port capacity will also boost tourism potential in Hainan.”

Liu said DFS Yalong Bay is the latest in a series of commitments the group is making in China. “Yalong Bay area is undoubtedly the most developed luxury natural cove in Sanya, where DFS will provide unparalleled personalised services to our patrons. This truly represents a substantial stride in DFS' global strategy to expand in the China market through a multi-format, multi-channel expansion in the luxury travel retail sector,” Liu added.

MARKETING-INTERACTIVE has reached out to DFS Group for more information. 

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