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Shanghai Shopping: Lifestyle Boutique Nininio

New Boutique Debuts on Donghu Lu

New lifestyle concept store NININIO has only been in business for three months but is already garnering the attention of local shoppers and international brands alike. Right next to the Donghu Hotel in the space formerly occupied by Brioche Doreé, NININIO offers a comprehensive variety of fashion and household goods from all over the world. “By mixing it up with fashion items, NININIO is able to attract local customers who are more fashion savvy and introduce them with other products, such as candles, kitchen ware and stationary that would improve their lifestyle,” says owner Annabel Zhang. After all, lifestyle is not just what we wear to show to others, but also how we live with ourselves.


The store is the exclusive Chinese retailer for famous New York designer accessory brand Chris Habana. The label’s unique aesthetic is a mix of goth, punk and tribal styles, and most of their pieces are multi-purpose, ear cuffs that can be used as nose or knuckle rings. Other notable accessory brands like Matthew Calvin, Monday Edition from Korea, and high-end Jewelry brand Vittorio Ceccoli. Turning attentions to the the lifestyle side, you’ll find a variety of products from Belgian homeware brand Serax. NININIO carries collaboration collections, like colorful cups with Jansen+co, Japanese-inspired dinnerware by Dols & Martens, and wildly popular tableware by Paola Navone. Italian label Seletti’s industrialized collaboration with Diesel is also worth a look. It’s both innovative and practical with a masculine edge to it.


Speaking of masculine, French men’s accessories label Cinabre is another reason to check this shop out. Their colorful bowties are a classic look and a great way to stand out in a sea of neckties. Ladies, these are a great holiday gift for that fashion forward man in your life.


Another bonus: NININIO do monthly pop-up stores with different brands as well. The spacious boutique has plenty of room for brands that the store normally doesn’t carry. In October, for instance, they help launched The Fifth Denim in Shanghai and are currently working with Fête, a local brand that focuses on indigo dye products.




Where: 7 Donghu Lu (near Huaihai Zhong Lu) 东湖路7号 (近淮海中路)

Tel: 6466-7709

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