SND Chengdu

SND was founded in 2013 in Chongqing by Will Zhang as a single-store luxury-and-contemporary multi-brand boutique, and has grown into one of the most-watched buyer operations in mainland China — currently fifteen stores across Chongqing, Chengdu, Guangzhou, Shenzhen, Guiyang, Shanghai and other regional cities. Zhang's reputation in the international fashion industry is built on his buyer's eye: designers and showroom runners across Paris and Milan have publicly cited him as one of the more discerning multi-brand buyers operating in Asia, and SND is consistently named in Business of Fashion and WWD's coverage as the most important multi-brand chain to come out of China's southwest. The Chengdu flagship, which opened in 2024 at Luxlakes Eco City in the city's southern suburbs, runs 650 square meters across multiple levels in a standalone building, and was the first SND store to introduce dedicated, brand-exclusive corners — Lemaire, Marine Serre and Wooyoungmi each have their own architectural moment inside the store. The broader buyer mix is the SND signature: luxury and contemporary Western labels (Maison Margiela, JW Anderson, Marni, Y/Project, MM6, Lemaire, Marine Serre), Japanese and Korean labels (Wooyoungmi, Sacai-adjacent designers, the Recto-Hyein-Seo Korean set), and Chinese independents that the chain has been an early supporter of. SND's role in the Chinese retail landscape is the southwest-anchored answer to Shanghai's Maison Dongliang and Beijing's I.T-era multi-brand operations: a luxury-buyer-led chain that has scaled outside the first-tier cities and now functions as the primary luxury-contemporary retail destination for Sichuan, Chongqing and the wider southwest. The Chengdu store specifically is the showpiece of the chain — the location where Will Zhang has built out his fullest expression of what a Chinese luxury concept store can look like.