Italian brand puts traditional artisans on fashion frontline

For Rougeaux, showcasing the Chinese culture to the world is not just a recognition of the culture itself but also an affirmation of the market.

“TheChinese customer is very important to Valextra; they are very sophisticated and have a great love for our brand,” stated Rougeaux. He emphasized that Chinese consumers purchase Valextra products globally, providing the confidence to expand the brand's presence in the market.

In Valextra's future plans in China, a crucial focus lies on keeping pace with digital advancements and leveraging social media, given that Chinese consumers inhabit a digital realm. Additionally, understanding consumers lifestyles remains a significant consideration.

"We've been doing a lot of small leather goods with Valextra, especially in China," Rougeaux said. "For me, it's also a challenge, but it's very interesting in terms of innovation to come up with the right products and the functionality."

For catering to the younger generation, Valextra introduced glass cases and has further expanded by unveiling a new collection, Shearling Glasses Case with Lanyard, this year.

“We felt the younger generation, it's all about mobility, they are taking their bikes, they are moving, they're always undergo, so they cannot have something like that that is in their pockets.

“That's an answer to that younger generation lifestyle

“But I think what will appeal to them as well is this notion of content authenticity, no compromising on quality and functionality,” said Rougeaux, noting that this is also the reason that makes the brand stand out.