About
Alter Showroom
ALTER SHOWROOM is a core centre of multi-brands distribution development and strategic counseling fashion agency under ALTER UNIVERSE, shine the lights on businesses of distribution, consulting, public relation and investment.
Since the establishment in 2014, ALTER SHOWROOM has been cultivating in Chinese market (which has become the global biggest fashion consuming market in 2019). Gathering over 1,000 retailer resources including multi-brands boutiques, department stores and e-commerce retailers. Our advantage is not only having the stable first-tier cities distribution resources, but also working on the relationship between the up-coming markets’ operation and maintenance, including 15 new first tier cities such as ChengDu, HangZhou and ChongQing and over 200 second, third and forth tiers cities like WuSi, FoShan and WenZhou. In additional, we are also deepening and penetrating the rural market for example TongXiang, YiBin, multi-dimension strategy as weapon to unlock the fashion consuming potential of China.
Distributes over 180 fashion brands from oversea and domestic. We open our door to variety of brand positioning, aesthetic from modern to avant-garde, growing from micro studio to global well known enterprise. Orchestrated by five categories including ready-to-wear, footwear, bags, jewelry and lifestyles, including British contemporary brand PREEN BY THORNTON BREGAZZI, Italian light luxury footwear brand FABRIZIO VITI, Belgium designer brand FILLES A PAPA, American newcomer VAQUERA and South Korean footwear brand YUUL YIE, just to name a few.
The headquarter locating in Van Gogh Building, the historical building in Shanghai French concession, China, as well as a branch office in Milan, Italy. Every season the sales campaign taking place at the core and prime spot of Shanghai Fashion Week, working side by side with well known Italian design group, HANGAR GROUP on showroom design in order to provide a higher walk through experience.
Targeting the Chinese market, ALTER SHOWROOM has earned it’s reputation by providing a range of high efficient customize service between brands and clients.
Founder
Sonja Long Xiao
SONJA XIAO LONG, the founder of ALTER UNIVERSE has sojourned in Europe, received her Master in Fashion and Retail Management from Polimoda Institute, Firenze, Italy. Back to China, Long was holding positions in global well known luxury groups, titled retail operation manager of East of China for Prada and retail director of the Greater China area for Versace. After her departure in 2010, Long founded her own multi brands concept store, ALTER, which was one of the first buyer who develops business relations with rising international brands in their early year such as J.W. ANDERSON, ANTHONY VACCARELLO, SIMONE ROCHA, Y/PROJECT, SELF-PORTRAIT, A.W.A.K.E. and so on.
Putting her efforts in China retail industry, her excellent product compositions and unique operation system have draw the attentions from national and international fashion industries, and extended her influences by establishing B2B platform, ALTER SHOWROOM in 2014. In 2016, Long has introduced tens of Chinese designer brands to the center of the spotlight, became the first ever Asian curator for WHITE MILANO, two seasons in a row. She also been invited by Chinese fashion cooperations and medias as buying mentor with her distinct and foreseeing fashion business strategy.