Korean Fashion Giant Opens First Ashley Restaurants in Shanghai

When a global fashion conglomerate suddenly opens themed restaurants in prime urban locations, industry watchers pay attention. Recently, South Korea’s E-Land Group made its first move into China’s F&B market with the debut of two Ashley-branded themed restaurants in Shanghai. These openings mark not just a new venture, but the beginning of an ambitious rollout strategy backed by the group’s existing retail footprint.

E-Land plans to open at least 20 Ashley restaurants in major Chinese cities next year, part of a broader push to establish 200 locations by 2016 with annual sales targeting 200 trillion Korean won. The group will leverage its well-established fashion distribution network to enter malls and department stores directly.

What Are Ashley Restaurants?

Ashley is a themed restaurant concept operated by E-Land Group. Though details about the menu or interior concept were not disclosed in the report, the brand is positioned as a high-end offering integrated within E-Land’s retail locations such as department stores and shopping malls. The launch of Ashley locations in Shanghai signals a shift towards lifestyle-driven, multi-format retail experiences in China.

E-Land’s Expansion Strategy in China

E-Land intends to use its existing fashion retail infrastructure to support the rapid rollout of Ashley restaurants. The group will pursue a direct-operation model rather than franchising, allowing tighter control over branding and service standards. This approach includes securing prime retail real estate in major urban centers.

The company aims to open at least 20 Ashley outlets in top-tier Chinese cities next year, focusing on business districts within major malls. This aggressive expansion is part of a long-term goal to operate 200 Ashley restaurants by 2016, with annual revenue projected to hit 200 trillion Korean won.

Lugo Café: A Parallel Coffee Push

In addition to Ashley restaurants, E-Land has also launched its first Lugo Café in China in September of the same year. Lugo Café represents the group’s foray into the coffee shop segment. E-Land has set an even more ambitious target for this brand, planning to grow Lugo Café to 1,000 locations by 2016.

The simultaneous expansion of both Ashley restaurants and Lugo Café points to a broader lifestyle strategy, where dining and coffee offerings are anchored within E-Land’s retail ecosystems. Contracts have already been signed for future Ashley locations in Beijing, Dalian, Chengdu, and Wuhan, indicating a multi-city rollout plan already in motion.

Frequently Asked Questions

What is Ashley restaurant?

Ashley is a high-end themed restaurant brand operated by South Korea’s E-Land Group. It is positioned as a lifestyle-oriented dining concept, integrated into E-Land’s retail properties such as department stores and shopping malls, though specific details about its cuisine or design were not disclosed in the report.

Where did E-Land open its first Ashley restaurants?

The first two Ashley restaurants in China were opened in Shanghai. These are referred to as Ashley China No. 1 and No. 2. Further locations are planned in cities including Beijing, Dalian, Chengdu, and Wuhan.

How many Ashley restaurants does E-Land plan to open in China?

E-Land aims to open at least 20 Ashley restaurants in China during the following year, with a long-term target of 200 locations by 2016. The group is focusing on major commercial districts in top-tier cities as initial targets for expansion.

What other food and beverage brands is E-Land launching in China?

In addition to Ashley restaurants, E-Land has launched Lugo Café in China, with its first location opening in September. The company plans to expand Lugo Café to 1,000 outlets by 2016, alongside the Ashley restaurant rollout.

How will E-Land operate these new restaurants and cafés?

E-Land intends to operate Ashley restaurants and Lugo Cafés through a direct-management model rather than franchising. This allows the company to maintain control over branding, service quality, and site selection, using its established retail distribution network for site access.