Coterie

Coterie, operated by Shanghai Youtong Trading Co., Ltd. (上海优瞳贸易有限公司), established itself as a niche retailer in China's high-end eyewear market. Founded in late 2011 by three fashion enthusiasts, including David Leung, the company aimed to introduce a curated selection of international designer eyewear to the Chinese consumer. The founders identified a gap in the market for quality, logo-free eyewear, moving beyond the mainstream luxury brands that dominated at the time. Their vision was to offer unique and stylish frames, treating eyewear as a key fashion accessory rather than just a vision correction tool.

The business operates through physical boutique stores in high-end locations, such as the Julu Road store in Shanghai and a boutique in Beijing's Parkviewgreen mall. Coterie's business model is centered on a curated retail experience, sourcing and importing eyewear from a range of foreign designers like Elizabeth and James, Thom Browne, Persol, and Karen Walker, with some designs being exclusive to their stores. The company targets fashion-conscious consumers who appreciate craftsmanship and style, with products priced in a premium range from approximately RMB 1,600 to RMB 6,000.

The product is the retail experience and the curated selection of designer and vintage-inspired glasses and sunglasses. Coterie differentiates itself by infusing art and culture into its brand, frequently collaborating with artists, photographers, and designers for advertising campaigns and exclusive product editions. For example, they have worked with photographer Chen Man and have created special edition products with brands like EK Paris and Dita Legend. The store interiors are intentionally minimalist and all-white, designed to showcase the subtle details of the eyewear, enhancing the premium shopping experience that feels more like visiting an art exhibition.

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