Zara opened a larger flagship store in Nanjing as part of a retail strategy shift.

The Spanish brand is betting big on digital integration and creating spaces that make people want to hang around longer.

They’re testing out these new features in China first before deciding whether to roll them out globally.

Zara’s push to revamp its stores is especially crucial in China, where international brands are feeling the squeeze. A mix of slowing consumer spending and tough competition from local brands—who are quicker, more digitally savvy, and have strong homegrown supply chains—has made things tricky.

The new Nanjing store, sitting at a massive 2,500 square meters (26,909 square feet) over two floors in Xinjiekou’s central business district, comes with a private shopping salon, lounge area, and personal fitting rooms, giving customers a more exclusive experience.