OTB Doubles Down on China with New Shanghai HQ and Major Investments

Only The Brave (OTB), the international fashion and luxury group encompassing brands like Diesel, Jil Sander, Maison Margiela, Marni, Viktor&Rolf, and companies Staff International and Brave Kid, with a stake in Amiri, has emphatically reaffirmed its enduring commitment to the Chinese market. Founder Renzo Rosso has pledged significant further investment in the region, underscoring China's pivotal role for the group.

A key demonstration of this commitment is the official inauguration of OTB's new APAC headquarters in Shanghai. This strategic move strengthens the group's footprint in a region where it already employs 900 individuals and operates approximately 100 stores across mainland China, Hong Kong, and Macao. The ceremony was graced by the presence of Renzo Rosso, along with Italy’s Consul General in Shanghai, Tiziana D’Angelo, and local authorities from Shanghai’s Jing’an District. Doubling the size of its previous location, the new headquarters in the Lee Gardens building, nestled in the vibrant Jing’an District overlooking Suzhou Creek, signifies OTB's deep-rooted desire to solidify its presence, offer its team modern workspaces, and enhance relationships with local partners.

During Renzo Rosso's recent visit to China, the second significant initiative involved an engaging talk delivered to students at Donghua University. Recognized as one of Asia's premier design and fashion universities, the event was organized under the esteemed patronage of several key Italian institutions, including the Consulate General of Italy, Camera Nazionale della Moda Italiana, Altagamma, the Italian Trade Agency, and the Italian Cultural Institute, highlighting a strong cultural and educational exchange.

The third major initiative celebrated a significant milestone: Diesel's 20th anniversary in China in 2025. To commemorate two decades of building a recognizable and coherent brand presence, a special event was held at the Fosun Foundation in Shanghai. The highlight of the celebration was the exclusive launch of the "Diesel China 20th Anniversary" capsule collection, masterfully designed by Creative Director Glenn Martens.

Renzo Rosso expressed his profound admiration for China, stating, "China is a country with a unique energy; every time I come back here I am fascinated by its pace, creativity and speed." He elaborated on the country's dual significance for OTB: "For our group, China is not only a strategic market, but an inexhaustible source of inspiration. Over the past two decades, we have expanded the presence of our brands and built an authentic dialogue with new generations who share the values of our brands. Our philosophy is to collaborate with local communities to merge brand know-how with the local mindset." Rosso reiterated his commitment, stating, "The opening of the new Shanghai headquarters, meeting with young talent at Donghua University, and the celebrations of Diesel's 20th anniversary represent a special moment for me and for the OTB Group [...] We will continue to invest in China in the future." Prior to the Shanghai event, Rosso informed Reuters that these future investments would include a strategic reorganization of OTB's retail presence, involving both store closures and openings in new, more advantageous locations, despite a decline in the local market. He conveyed an optimistic outlook: "I am optimistic. I think that if the Chinese market continues to proceed in this way, it could represent an opportunity, because we will be able to have better spaces at better prices, which wasn't the case before." Rosso affirmed his belief in the market, adding, "My current vision is to invest in the country. I believe in China; it's so big, so important. We are doing well this year compared to the market. Everyone is in decline; we have some growth, so we are quite satisfied."

Over the years, the Veneto-based group has consistently fostered numerous initiatives and collaborations in China, effectively bridging its brands' creativity and values with local designers, artists, and communities. Notable examples include the "Marni Miao" project, which celebrated the elegance of embroidery by reinterpreting the codes of the Miao minority through a contemporary lens. Diesel has also forged various successful capsule collections with Chinese designers like Xander Zhou and Pronounce, as well as celebrities such as William Chan and Chris Lee, alongside orchestrating events and music tours with local artists. Maison Margiela has introduced its experimental vision into China's contemporary art and culture scene through innovative retail formats, pop-ups, installations, and initiatives across various cities, while MM6 Maison Margiela has engaged in a creative collaboration with designer Chen Peng.

OTB's dedication extends to nurturing the next generation of Chinese talent. Renzo Rosso himself served on the jury of the prestigious BoF China Prize in 2019 and actively supported the launch of the Yu Prize competition, providing invaluable mentorship and coaching to help develop and support the country's emerging young designers, further solidifying OTB's long-term and multifaceted engagement with China.