Sherry Huang

Sherry Huang is the founding director of luxury concept store Eng, a name she chose as an acronym representing its founding philosophy of “explore, navigate and generate.” Huang started with a single multi-brand store in 2019 in Shanghai’s L+Mall in Pudong district before opening branches in Hangzhou, Nanjing, Changchun, Changsha and Wuhan. By 2022, she was operating eight Eng stores across those cities, selling brands like Mugler, Martine Rose , Ottolinger, Telfar, Windowsen and Walter Van Beirendonck , and preparing to open more doors in Beijing and Chengdu.  

By 2022, she rolled out five additional ENG concept stores in Shanghai, Hangzhou, Nanjing, Changchun and Changsha, each with its own distinct identity and curation of brands. She also became head of greater China for the brand MISBHV, as strategic partner responsible for brand operation and all-around regional expansion online and offline, since then, she and her team have successively taken over the showroom and PR business of several brands such as Greg Rose, Praying, and Fanci Club in China.

In 2023, she expanded two more locations in Beijing and Chengdu, at the same time, she and her team completed the overall layout of online sales channels, including the official website, Tmall, Red and Tiktok, as a new site of youth cultural exchange, she has created a new retail outlet for edgy, avant-garde and experimental brands looking to crack the China youth market.

“Fashion is not meant for a select few, it exists for everyone. Every individual should be able to wear, share, and create their own fashion.”

Huang’s vision for the store, which is owned by the company behind Chinese mass market menswear brand K-Boxing, is decidedly experimental: a slick and technology laden space featuring holographic projections, sneaker vending machines, performances by young rappers and genre-bending artwork on a grand scale. The Fujian-born retailer previously worked as the deputy creative director of K-Boxing before launching Eng, and prior to that, in asset management at Jinbang Investment Co. She is on the supervisory board of K-Boxing and head of greater China for the brand Misbhv. Huang studied at the Istituto Marangoni .