AIGNER Partners with Melchers to Expand Its Presence in Mainland China
Beijing, March 17th, 2026
AIGNER, the iconic German luxury brand celebrated for its exquisite leather craftsmanship and timeless elegance, is delighted to announce its strategic partnership with Melchers China to accelerate its business expansion in Mainland China.
Through this collaboration, Melchers China will leverage its long-standing experience in retail operations and brand management to strengthen AIGNER’s presence and consumer reach in the Chinese market. The partnership will kick off with the launch of AIGNER’s official flagship store on Tmall Luxury Pavilion, a platform for premium international brands connecting with Chinese luxury consumers.
Beyond e-commerce, Melchers China will also spearhead AIGNER’s digital engagement and visibility across Little Red Book (Xiaohongshu) and WeChat, ensuring the brand’s communication and storytelling resonate with the preferences and expectations of modern Chinese consumers.
“I am delighted about the new partnership with Melcher’s in China, a company with deep roots in the beautiful country of China – this collaboration marks an important milestone for AIGNER and together we are laying the foundations for a successful entry into the Chinese luxury market.” Sibylle Schoen, CEO of AIGNER.
“AIGNER’s heritage, craftsmanship, and timeless style align perfectly with Melchers’ values and our approach to brand building in China,” said Claus Toxvig, CEO of Melchers China. “Together, we aim to establish a strong foundation for long-term success and create meaningful connections with Chinese consumers.”
By combining AIGNER’s distinctive brand DNA with Melchers China’s operational capabilities and on-the-ground expertise, the partnership marks an important step toward.
About AIGNER
Aigner is a distinguished luxury brand founded in Munich in 1965 by Hungarian-born designer Etienne Aigner, renowned for his craftsmanship in leather goods. The brand’s iconic horseshoe-shaped “A” logo symbolizes both elegance and good fortune.
Aigner blends German precision with Italian flair, offering high-quality handbags and accessories, that reflect a unique fusion of tradition and innovation.
Over the decades, Aigner has expanded internationally, presenting collections at Milan Fashion Week and maintaining a strong presence in Europe, Asia, and the Middle East. With a focus on enduring quality and contemporary aesthetics, Aigner continues to inspire fashion lovers who value authenticity and sophistication.
About Melchers
Melchers is a privately owned, German-based service provider, with its roots in trading. Established in Germany in 1806 and with subsidiaries in China as of 1866, Melchers encompasses a deep understanding of a wide range of trades and services. In China, Melchers owns and operates several legal entities covering the geographic and economic potential, employing more than 200 staff. Among others, Melchers in China is able to provide fully integrated retail operation services. Its intimate and deep-rooted experience of the Chinese consumer landscape, deep understanding of local customer behavior and well-established distribution networks enable Melchers to offer customized and brand-oriented market approaches to its business partners.
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