Goldwin opens a third Beijing store, this one aimed at the CBD's business shoppers
Goldwin is opening its third directly run Beijing store, inside the China World Mall complex, rounding out a three-location approach that now spans a Sanlitun flagship, an outlet, and the central business district.
Goldwin Inc. will open its third directly operated store in Beijing, Goldwin Beijing Guomao, on 25 September, inside the China World Mall complex in the Chaoyang business district, according to the company's own announcement. The roughly 149-square-metre store, on the north section's basement floor, will carry the brand's full range, including its Goldwin 0 line, ski and outdoor wear, athletic and lifestyle apparel, and bags and accessories.
The opening completes a deliberately layered approach to the city: Goldwin's first Beijing store, opened in Sanlitun Taikoo Li in 2021, is positioned to convey the brand's identity; an outlet store added in 2025 serves a broader customer base; and the new Guomao store targets what the company calls "high-sensibility" urban professionals and office workers in the central business district. Goldwin said Beijing sales grew 20% year on year in 2025, with the pace continuing into this year.
The store is framed as part of Goldwin's "Goldwin 500" growth push, the company said, without detailing the target behind that name. Splitting one city into three distinct retail formats, rather than opening a single bigger flagship, is a bet that Beijing's premium sportswear demand is segmented enough by neighbourhood and customer type to reward a tailored floor for each — a more capital-intensive approach than most Japanese outdoor brands attempt abroad, and one that assumes Beijing keeps growing at a pace few other overseas markets are matching for the company right now.