Luxury fragrance brands Kilian and Frederic Malle opened their first new concept stores simultaneously in the trend-setting city of Shanghai on June 16.

Counting the recently opened YSL Beauty global flagship store, three top fragrance brands have opened "global first stores" in Shanghai in a fortnight, adding a charming aroma to this international consumer city.

According to Fan Jiayu, president of Estee Lauder China region, the parent company of both Kilian and Frederic Malle, the two brands made their debut in China during last year's China International Import Expo (CIIE).

"Shanghai is building itself into an international consumer city," Fan said. "It has become the first choice for the world's top brands to open first stores in China. There are many fragrance lovers here who focus on collecting high-end perfumes and who have high appreciation of these products. That's why we chose Shanghai to launch the first stores."

According to Dataquest statistics, in the first quarter of 2020, 61 first stores had opened in Shanghai and, due to the impact of the COVID-19 pandemic, many first stores delayed their openings to the second and third quarters.

Besides the three cosmetics brands, Mr. Fu, Carrefour's restaurant brand, opened its China first store in Shanghai on June 16, and on June 24, Huawei's global flagship store will open on Shanghai's Nanjing East Road. Covering 5,000 square meters, it will be Huawei's largest flagship store in the world.