Luxury furniture brand Fendi Casa unveiled China's first flagship store in Shanghai on Wednesday, aiming to expand its market in the country while conveying its lifestyle philosophy, a top company's executive said.

Daniel Lalonde, the chief executive officer of the Milan-based high-end luxury interior design group Design Holding, which co-launched a joint venture with Italian luxury brand Fendi in 2021 to promote Fendi Casa, believes that the Shanghai boutique marks a milestone in its strategic development.

"Fendi's success in China and previously Fendi Casa's success in China led us to believe that our strategy on a global basis was to have a flagship store in each of the big regions," said Lalonde, pointing out that the brand launched the first store in Milan for exposure to the European market and the second store in Miami in 2022 to do well in the United States.