Case Study: DFS Group

How do you create a unique customer experience in a luxury shopping mall?



In 2017, the DFS Group (a subsidiary of LVMH group) was preparing the launch of its concept store, World Design Space, at T Galleria by DFS, Macau. One of the largest luxury retail complexes in southern China, the multi-brand concept would physically link the beauty and fragrance halls with the womenswear and menswear salons.


  • €1.8M open-to-buy budget managed over 2 seasons.
  • 231 international brands sourced across women's, men's, children's and gift category.
  • 30 brand exclusivities for the region were negotiated.

A skilfully curated brand mix

We determined the strategic brand mix - balancing emerging and established designers - based on desired price points and buying criteria such as sustainability. Using our internal sourcing directory, we scouted young and emerging designers to bring an immediate international impact to the brand mix.

Once the initial brands were chosen, we approached designers from top European showrooms in Paris, London and Milan to secure exclusive partnerships.

DFS World Design Space
The World Design Space mixed well-known and independant designers together, giving customers a concept store experience within the shopping mall.

Buying and exports

Working closely with the DFS buying and merchandising team, our market manager manages the full buying cycle of European brands within the World Design Space portfolio - from placing orders to planning markdowns.

Our export executive works with all the key stakeholders (brand, retailer and shipping firm) to ensure that the orders are delivered on time and in perfect condition.

We also organised pop-ups and exclusive products for key events in the marketing calendar such as Chinese New Year.

Planning the zoning strategy

After examining the interior design of the space and retail fit out, we identified how customers would naturally navigate through the store. Using this knowledge, the products, visual merchandising material and digital support were positioned to delight and attract the customer’s attention – ultimately driving more sales.

We also armed the DFS merchandising team with tools that they can use to easily update the merchandise mix on a monthly basis.

Space allocation for each product category and identifying natural hot spots that passing customers will be drawn to.

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