Secondhand retailer LuxStory brings used luxury to China

LuxStory is a new retail brand in the Chinese market, which resells used luxury products. It has been co-financed by Huaxia Pawn Shop and Japanese second-hand product retailer KOMEHYO.

The brand’s visual identity has been developed by 5 Star Plus Retail Design. The agency was briefed to create an elegant visual identity that would create a strong impression in the Chinese market.

The LuxStory name is a contraction of ‘Luxury Story’, referring to the story behind each luxury product on sale. A gold and brown colour palette has been chosen to communicate a feel of traditional luxury.

The first LuxStory store has opened in Beijing, stocking products from more than 1,000 brands.

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