On April 7th, it was exclusively learned that the premium jewelry brand BaoLan is accelerating its offline expansion and will soon open its first store in the Beijing market, directly entering the core territory long dominated by LAOPU GOLD. Beijing is not only the birthplace of LAOPU GOLD but also one of the most critical markets in its high-end strategic layout.
According to informed sources, the new BaoLan store will be located in the core business district of China World Trade Center and is expected to officially open in June. When contacted for confirmation, BaoLan's customer service verified the store opening plan, stating it is "expected in mid-to-late June."
Public information shows that BaoLan is headquartered in Hangzhou. It is a premium gold and jewelry brand specializing in filigree inlay and ancient gold crafting techniques. Alongside LAOPU GOLD, Linchao Jewelry, and Junpei Gold, it is known as one of the "Four Sisters of Ancient Gold." The brand's origins can be traced back to 1988. Founder Xu Bidong focused on filigree inlay craftsmanship early on, with physical store operations beginning with the opening of the first store in Hangzhou Tower in 2017. The brand was formally established, and its operating entity was created in 2018.
Regarding its channel strategy, BaoLan currently operates only three physical stores, all situated in prime commercial areas of key cities. The first store opened in Hangzhou Tower in 2017, followed by a store in Hangzhou MixC in 2020, with further expansion to Shenzhen MixC planned for 2025. For online channels, its Tmall flagship store displays approximately 90 products, with primary price points concentrated between RMB 20,000 and RMB 50,000. The store has currently accumulated over 10,000 followers.
In December 2025, BaoLan announced the completion of its Series A funding round. The lead investor was Challenger Capital, with Shunwei Capital and Kering Group also participating. According to Tianyancha, the legal representative of Shunwei Capital is Lei Jun, Chairman of Xiaomi Group, and the legal representative of Challenger Capital is Tang Binsen, founder of Genki Forest. Kering Group is a global luxury conglomerate owning brands such as Gucci, Saint Laurent, Bottega Veneta, and Balenciaga.
Entering 2026, with funding secured, BaoLan has noticeably accelerated its pace of offline expansion. Previously a niche jewelry brand with only three stores nationwide, BaoLan is not only set to open its first store in Beijing this year but is also reported to be planning a new store in Nanjing's Deji Plaza.
Regarding the Nanjing location, staff at Deji Plaza confirmed that "BaoLan's store hoarding was set up in early April, but a specific opening date has not been provided yet."
With the successive openings in Beijing and Nanjing, BaoLan's physical store footprint will expand from its original bases in Hangzhou and Shenzhen to four cities. This move preliminarily establishes a national offline network covering core cities in East China, South China, and North China.
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