Chinese luxury brand Sandriver opens global flagship at Shanghai's Zhang Yuan

Premier Chinese cashmere brand Sandriver inaugurated its largest global flagship store at Shanghai's iconic Zhang Yuan, or Zhang Garden on Saturday. As the first homegrown luxury brand to establish a presence in this cultural landmark, Sandriver is reshaping global perceptions of "Made in China" in the luxury sector, embodying the international ascent of Chinese artisanal brands.

Founded in 2012 by Guo Xiuling, who holds a background in German automated engineering, Sandriver emerged from Guo's extensive experience in providing OEM services to luxury giants in the high-end cashmere sector.

Leveraging over a decade of industry expertise, she positioned Sandriver to focus on preserving intangible cultural heritage (ICH) craftsmanship. "Authentic, traditional craftsmanship is the most valuable legacy from our ancestors, enabling Chinese brands to excel globally," she emphasized.

Endangered traditional crafts such as Inner Mongolian felting, Tibetan pulu weaving and Yunnan's Hani embroidery now form the cultural foundation of Sandriver's products.

The Pulu collection features fabrics handwoven by Tibetan artisans, preserving the natural, warm texture of the wool from sorting to final weaving, while Mongolian handcrafted felt products have been featured in France's Architectural Digest (AD) and selected by high-end hotels.

Upholding artisanal values, Sandriver has secured entry into prestigious international retail channels, including France's Le Bon Marché and Neiman Marcus in the United States. By the end of 2025, overseas sales accounted for nearly 40 percent of the brand's total revenue, with growing recognition across Europe and North America.

Beyond commercial success, Sandriver has achieved a win-win for ICH inheritance and livelihood improvement. "Through ICH and Tibetan handicrafts, we've provided women with limited formal education a sustainable source of income," Guo noted. Her initiative has helped nearly 400 Tibetan artisans step out of remote villages and receive professional training in Shanghai.

Once too shy to make eye contact, these artisans now enjoy a stable and decent income, gaining financial independence and confidence. This "commerce-driven craft activation" model has transformed traditional skills from static preservation into a means of sustainable livelihood.

Sandriver's growth is also supported by Shanghai's comprehensive backing for local artisanal luxury brands. This multi-level policy support includes early industrial assistance from Jinshan district, key municipal initiatives to boost high-quality fashion consumer goods and promote ICH revitalization, and Jing'an district's eight measures for fashion brand development.