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All on the sideline? Luxury brands Coach and Dior open coffee shops!

Published: 2026-02-25 Author:

Last Updated: 2026/02/25, ▲ Click to pay attention| Daily Boutique Coffee Culture Magazine Coffee Workshop Recently, several players have been added to the track where coffee shops are opened, and they are all luxury brands focusing on high-end consumption. Since July, there has been constant news of high-end consumer brands opening cafes. First, Vivi, the Queen Mother of the West

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Recently, several more contestants have been added to the race track for opening coffee shops, and they are all luxury brands that focus on high-end consumption.

Since July, there has been a lot of news that high-end consumer brands have opened cafes. First, the coffee shop opened by the Western Empress Dowager Vivian Westwood (Vivienne Westwood) in Taikuri, Sanlitun, Beijing, was officially opened to the public, and then the Japanese high-end jewelry brand MIKIMOTO opened its first coffee shop across the border, landing in Zhangyuan, Shanghai.

Then Coach, famous for its leather goods, clothing and other fashion products, opened China's first cafe (The COACH Coffee Shop), located in Huangpu District of Shanghai, while Qixi Festival, which was recently launched by Miss Dior and Grid Coffee in Sanlitun, Beijing, also launched a limited-time flash. At first glance, it gives the impression that all high-end consumer brands have joined the ranks of cafes.

In fact, luxury cross-border catering can be said to be common, and there are not a few people selling coffee.

First, LV and Dior opened a chocolate shop and a coffee shop in Taikuri, Qiantan, Shanghai; then, Tiffany & Co opened a Tiffany Blue Coffee Shop in Beijing SKP, which featured a teenage girl's heart; last year, Swiss luxury brand IWC also rolled into the coffee circle; then, Maison Margiela, Ralph Lauren and others also set up a coffee section in their new stores.

It is understood that cafes opened by such high-end consumer brands mostly design menus in the mode of "coffee drinks + desserts", with product prices ranging from 20 yuan to hundreds of yuan. Compared with traditional chain stores, coffee shops opened by these high-end consumer brands pay more attention to exquisite decoration, some cutlery are printed with brand trademarks, and desserts are full of appearance.

Although it is indeed higher than the current average price of domestic brands, such a cup of coffee or cake with logo is much more people-friendly compared with jewelry or high-end clothing that often costs tens of thousands or even hundreds of thousands of yuan. As the saying goes, luxury goods may not be available, luxury coffee still has a chance to drink.

Nowadays, opening cross-border restaurants has become one of the marketing strategies for luxury brands to promote. Admittedly, these luxury brands do not really switch to "selling coffee" when they set up coffee shops, but hope to bring the brand closer to the public through categories such as coffee and cakes, which are more accessible to people, as well as to attract the attention of new consumers. If the response is good, it can also drive the exposure of the brand, so that logo is always active in people's line of sight.

There is no denying that the daily "hardcover photo" of taking a cup of coffee and a piece of cake is one of the favorite lifestyles of many contemporary people. There has always been a heated discussion on social media about the news of luxury brands opening coffee shops, but consumers have mixed comments on the dining experience.

Some people think that as long as the price is reasonable (not ridiculously expensive), the product is not bad, and the environment is added, they think that it is already good value for money; there are also customers who think that the cross-border catering prices of these luxury brands are not cheap, and apart from logo itself, many products are also "perfunctory", which is not good and expensive, so it is impossible to have the desire to buy back.

For high-luxury brands cross-border catering, awareness determines the expectations of consumers, when the first impression to customers is not good, no matter how big the brand, no matter how high the topic, it can only maintain a short period of heat.

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