M&G has reopened its Shenyang flagship as a 3,500-square-metre combination of stationery retail and Jiumu lifestyle goods. The refurbished store opened on September 22, 2026, at Longzhimeng Shopping Center in Shenyang’s Dadong district.
In its September 24 announcement, M&G calls it the company’s largest stationery store in China. That is M&G’s description of its own network, rather than a claim to be China’s largest stationery shop of any brand.
A long-running store gets a new format
The business traces its start to 1999, when M&G says its first northeastern China shop sold three pen products from a small storefront. It expanded over the following years. The 3,500 m² figure describes the current store, not an additional 3,500 m² created by this refurbishment.
The new layout combines M&G stationery with Jiumu’s creative and lifestyle merchandise, serving school-shopping needs alongside purchases for adults and families. The company describes a browsing-led layout with changing displays as customers move through the shop.
Bringing Jiumu into the flagship
M&G puts Jiumu’s national network at nearly 900 stores and more than 20 million members. Those are brand-wide figures, not this store’s visitors or customers.
The commercial bet is easy to see: give a routine stationery trip more reasons to turn into a longer browse. The reopening shows how M&G wants that retail mix to work at flagship scale. It does not yet show how well it sells; the announcement provides no refurbishment cost or post-opening sales figures.
