Max Mara has opened its first boutique in Xiamen, a second tier city in the province of Fujian. Located at the Paragon Centre, the store offers the public six main Max Mara collections.

Xiamen is already a hub for the luxury brand segment, which is now concentrating its attention on second-tier cities in China. According to Liang Qun-min, vice-director of the Xiamen Municipal Trade Development Bureau, Xiamen, despite its relatively small population, has a strong nucleus of local consumers, as well as a geographic location that attracts consumers from surrounding areas.