Italian luxury brand Bulgari plans to further expand its network within China, said Bulgari CEO Jean-Christophe Babin, during an interview on Nov. 6 at the China International Import Expo (CIIE) in Shanghai.

"In 2004, Bulgari opened its first 12-square-meter store at the Peninsula Hotel in Beijing. Today, Bulgari has about 100 stores across China, covering approximately 40,000 square meters," Babin explained.

He added that Bulgari is proud to have 1,500 Chinese colleagues across the region, making China the company's second-largest workforce after Italy.

With China being one of the largest jewelry markets globally, the luxury brand sees immense potential for growth in the country, Babin said, adding that "we believe that we have the opportunity to elevate the brand to a much higher level in China."

Babin highlighted China's advanced e-commerce landscape, which significantly extends Bulgari's reach. "China is the most developed country in e-commerce in the world, thanks not only to the digital skills of the Chinese but also to platforms like T-mall, JD and WeChat."

"We have plans to further expand our network in China as more cities are envisioning to have luxury malls. There is still room in China for further boutiques," he added.

The booth of Italian luxury brand Bulgari at the 7th China International Import Expo (CIIE) in Shanghai, Nov. 7, 2024. [Photo by Wang Yiming/China.org.cn]

As part of the LVMH Group, Bulgari has attended CIIE for five consecutive years. This year's booth, themed "Celebrates Art," showcases Bulgari's dedication to blending artistry and luxury. Since it entered China in 2004, Bulgari has aimed to build bridges between Eastern and Western cultures, continuously drawing inspiration from diverse civilizations.

"We feel very close to China due to cultural reasons," Babin said, noting that CIIE provides a unique occasion "to share, to foster dialogue, and to promote what is so dear for us, arts."

The booth features artwork by Chinese artist Wu Jian'an, "Candle Dragon," inspired by a mythical serpent-bodied god from ancient Chinese lore. This piece is part of Bulgari's "Serpenti Factory" exhibition initiative, which has toured multiple cultural centers worldwide. The initative has brought together artists to reinterpret Bulgari's iconic serpent motif as well as helped young artists gain greater public and media exposure.