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Following the opening of Guo Degang's Jianwai SOHO store in July, his Deyun agency branch officially launched in Sanlitun on December 6th. This new location combines multiple retail experiences, including restaurants, clothing shops, and a comic dialogue theater, offering a unique one-stop shopping environment for high-end consumers.
Deyun Huafu, a key part of the Deyun brand, has gained attention for its luxury pricing, comparable to international fashion giants like Louis Vuitton. The collection features high-end items such as fur coats, silk-embroidered evening gowns, and traditional Chinese attire, with even the most affordable pieces costing over $1,000.
The clothing line includes T-shirts, suits, and tailored garments, with prices ranging from 2,180 yuan to 11,580 yuan. Customized and hand-embroidered pieces can reach astronomical prices. Despite the high cost, business has been steady since the trial opening in May, according to Guo Degang’s wife, Wang Hui, who mentioned that the support from De Yunshe has made operations smoother.
Located in Sanlitun, a prime area known for its upscale lifestyle, the "new stronghold" reflects Guo Degang’s continued expansion in Beijing. He had already been running the space for half a month before the official launch. When asked about profitability, Guo admitted he doesn’t focus on financial returns. “I’m an artist, not a businessman,†he said with a smile. “This place is expensive, but I can’t go back now.â€
The store showcases a wide range of traditional Chinese outfits, including cheongsams, Tang suits, and wedding dresses. One standout piece is a Ming and Qing-style red wedding set priced between 40,000 to 60,000 yuan. The design features intricate brocade fabrics, traditional motifs like peonies and phoenixes, and detailed embroidery techniques such as velvet and flat gold embroidery.
Another highlight is the “Shen Fish†evening gown, featuring large peony and squid patterns on blue satin, combining Suzhou and Jingxiu embroidery styles. It took 38 days to complete and costs between 20,000 to 30,000 yuan. The store also offers more casual options, such as Thai-silk cheongsams under 3,000 yuan and Chinese-style T-shirts with a pocket watch accessory priced at around 3,000 yuan.
Overall, Deyun Huafu continues to attract attention for its blend of tradition and luxury, offering a unique shopping experience that caters to both local and international customers.