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Converse Splits Its New China Store Concepts Between Premium Product and Creative Participation

Converse is developing two different retail propositions in China with its Nanjing STAR Concept Store and Shanghai X-ING Store.

Published: Sep 15, 2026 2:04 PM

By Sam Ohemeng

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Converse Splits Its New China Store Concepts Between Premium Product and Creative Participation

Images: Converse.

Converse is developing two different retail propositions in China with its Nanjing STAR Concept Store and Shanghai X-ING Store. The Nanjing location gives premium and early-access merchandise a dedicated setting, while the Shanghai store builds its offer around creative participation and local programming.

Images: Converse. Images: Converse. Images: Converse. Images: Converse. Images: Converse. Converse describes the STAR format as its next generation of retail in China, combining elevated assortments with brand experiences and stories rooted in each city.

Nanjing’s opening featured the Chuck 70 X, an update to the Chuck 70 with a revised fit and cushioning insole. A Dedicated Zone for Special Assortments The Nanjing store’s Converse Select area brings together premium, early-access and limited-edition product.

By giving these lines their own zone, the format makes differences within the assortment easier to identify on the shop floor. In Shanghai, the X-ING store on Yuyuan Road takes a more explicitly participatory approach.

Converse lists creative pop-ups, art exhibitions, customization experiences and community-led programming as ways for designers, creators and customers to engage with the space. Its opening chapter, Unfinished Gallery, presents creation as an ongoing process…

Converse — Nanjing and Shanghai retail concepts — photograph 2

Converse — Nanjing and Shanghai retail concepts — photograph 3

Converse — Nanjing and Shanghai retail concepts — photograph 4

Converse — Nanjing and Shanghai retail concepts — photograph 5

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Converse Splits Its New China Store Concepts Between Premium Product and Creative Participation

Converse is developing two different retail propositions in China with its Nanjing STAR Concept Store and Shanghai X-ING Store.

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