From late August to early September 2026, LuxeCO was invited to attend the store openings and new collection launch events for Chinese menswear brand YOUNGOR, Nordic freeride ski brand Peak Performance, Italian luxury cashmere brand COLOMBO, and Los Angeles golf fashion lifestyle brand Malbon Golf. We got a close-up look at how menswear and sportswear brands convey their brand culture through stores and upgrade the in-store experience and service, and learned about the luxury cashmere brand's ongoing fabric innovation.
YOUNGOR
On September 5, under the theme "Gathering," the YOUNGOR Beijing Business Club opened in Chongwenmen, Beijing. More than 300 guests from the political and business worlds, brand VIPs and the media gathered on site to witness an important milestone in YOUNGOR's flagship store strategy in the capital: this "urban living room," which combines a high-end apparel experience with business and social functions, has officially made its debut in Beijing.
At the opening ceremony, Li Hanqiong, Chairman of Youngor Fashion Co., Ltd.; Lang Wangkai, Executive President of the Beijing Zhejiang Enterprise Chamber of Commerce and Chairman of Beijing Zhengfengkai Holding Group; Li Rugang, First Vice President of the Youngor Group; Li Ruxiang, Senior Vice President of the Youngor Group; Cui Liguo, Founder of Beijing Guantao Law Firm; Dong Xu, Vice President of Wangfujing Group Co., Ltd.; Qi Hui, Vice President of Beijing Guorui Real Estate; Le Bayi, President of the Beijing Ningbo Chamber of Commerce; and Zeng Xiangwei, Head of YOUNGOR's Beijing-Tianjin-Hebei Company, jointly completed the ribbon-cutting ceremony. Li Hanqiong and Liu Linlin, Curator of the Beijing Business Club, delivered speeches.
At the ceremony, MAYOR, a high-end brand under the Youngor Group, signed a strategic cooperation agreement with Beijing Guantao Law Firm. The MAYOR brand will provide bespoke tailoring services to nearly 3,000 lawyers at Guantao.
The Beijing Business Club continues the core concept of "all scenarios, all categories, all customer groups," creating a composite space that integrates product experience, high-end customization, cultural appreciation and business networking. The club houses YOUNGOR's four core collections: business, wedding, casual and womenswear; the MAYOR brand brings luxurious bespoke services; and the Hanma Home brand conveys a philosophy of green, healthy living—meeting the diverse dressing needs of contemporary business professionals, from formalwear and wedding attire to casual living, all in one place.
In recent years, YOUNGOR has invested a cumulative total of more than RMB 15 billion to advance its flagship store strategy, with plans to open 30 business clubs in provincial capitals and municipalities directly under the central government, 100 business halls in prefecture-level cities, and 500 YOUNGOR Mansions in key commercial complexes, building a high-end retail network covering the entire country.
Peak Performance
On August 26, Peak Performance, a freeride ski brand from Northern Europe, opened the "THE BEST LINE IS YOUR OWN LINE" pop-up space at Wuhan Wushang Mall. Brand ambassador Liu Wen appeared at the event and joined fashion creator & women's lifestyle blogger Jessica Du and freeride skier Coach Xiaohao in a themed conversation, interpreting from different perspectives the brand's DNA rooted in Nordic freeride culture and its new brand proposition "THE BEST LINE IS YOUR OWN LINE."
The "THE BEST LINE IS YOUR OWN LINE" pop-up space, opened at Wuhan Wushang Mall, translates the freeride spirit into the language of spatial storytelling. Inspired by the contours of Nordic mountains, the facade's flowing lines trace a continuously extending path, echoing the proposition the brand advocates—that there is no single set direction; everyone can follow their inner choice and draw their own trajectory. The space was open for a limited time from August 26 to September 1, 2026, allowing consumers to visit in person and experience the brand's Nordic core rooted in freeride and its distinctive aesthetic outdoor expression.
In addition, the brand's iconic Vislight Gore-Tex C-Knit Jacket hardshell comes in new colorways. Drawing colors from Nordic nature, it uses three or more colors paired with the signature color-blocked cuff design, achieving high visibility in outdoor settings while conveying Scandinavian-style design and establishing a distinctive aesthetic outdoor stance.
At the same time, its Wuhan Wushang Mall store has become the first store in China to introduce the ÅreLab space, conveying a philosophy of sustainable development.
COLOMBO
On August 20, COLOMBO held its Fall/Winter 2026 collection launch in Shanghai under the theme "Valley Reverie." Stepping into the venue, moss, feather grass and calla lilies joined into a continuous expanse on curved flower stands, recreating the wild terrain of the valley meadows of Valsesia, Italy, COLOMBO's hometown. Aloe leaves were dotted among the rock-wall landscaping, and the crisp, herbaceous scent of aloe and greenery floated in the air.
This launch unfolded across three chapters—Valsesia Linfa, Cashmere Gravity and Fibre Race—weaving nature, technology and family into the garments.
Valsesia Linfa centers on aloe, nettle and cashmere, marking the first time the brand has introduced the plant itself into the fiber. The combination of 60% natural cashmere Cashmere 4.0 and 40% aloe fiber transfers aloe's natural ability to store moisture and to self-repair and regulate into a tactile sensation the skin can directly perceive: smooth, warm and blending with body temperature. The interweaving of nettle and Kid Cashmere weaves nettle leaf's active regulation of hot and cold into the structure of the garment.
The Cashmere Gravity collection achieves lightweight warmth by reconsidering fiber ratios, repeatedly refining yarn structure, precisely tuning knit density, and designing zoned garment construction. Double Kid Cashmere Fleece uses a double-layer knit structure to retain more still air between fibers, significantly reducing weight while achieving the same thermal performance; Kid Cashmere Jacquard, meanwhile, adjusts the warp and weft density of the jacquard weave, shedding the fabric's heaviness while preserving the three-dimensionality of the pattern.
The Fibre Race collection embodies the heritage spirit of four generations of the COLOMBO family. Fourth-generation heir Luigi Colombo drew inspiration from the racing driver experience of his father Roberto in his youth. Race cars sped along the winding mountain roads of Valsesia, with the snow peaks of Monte Rosa in the distance setting off the Bordeaux red of the car body—also the most striking color of the Fibre Race collection. The collection's core fabric is Kid Wool with a fineness of 12.8 microns, whose fiber diameter is only one-sixth that of a human hair; this requires selecting the finest portion from the first shearing of merino lambs, and only on the premise that the lambs can still grow healthily in harsh alpine environments.
Malbon Golf
On September 5, Malbon Golf, a golf fashion lifestyle brand from Los Angeles, opened a pop-up store at Taikoo Li Sanlitun in Beijing, marking the brand's first entry into Beijing.
Using familiar Beijing cultural symbols as its entry point, the brand set up a traditional tanghulu cart at the entrance of the pop-up store. At the same time, the Malbon Beijing city-exclusive collection was also released, with items including T-shirts, polo shirts and baseball caps featuring exclusive design motifs all made available.
In 2026, Malbon is accelerating its expansion in the Chinese market. Following the opening of its Shanghai West Bund Central store on September 2, the Beijing pop-up store has now debuted. Within this year, Malbon will open stores in four first-tier Chinese cities, each with a unique cultural landmark and exclusive experience.
| Source: Brand press release
| Image source: Official brand
| Editor: LuxeCO
