Chinese toy brand Pop Mart has opened a new store in Barcelona, taking over the former premises of the historic Regia perfumery on Passeig de Gràcia. The new shop, which opened on 9 April, is the fourth Pop Mart establishment in the city, according to Tot Barcelona.
The Regia perfumery, located at number 39 on the iconic boulevard, closed its doors in early 2025, just shy of its centenary. Founded in 1928 by Josep Giralt on Carrer de Casp, Regia had moved to Passeig de Gràcia in 1958. Its closure was attributed to shifts in the retail sector, with owners opting to focus on online sales after facing strong competition from nearby stores like Sephora.
Pop Mart's Rapid Expansion
Pop Mart's new Passeig de Gràcia location follows its other Barcelona stores on Portal de l’Àngel, Carrer de Pelai, and Avinguda de la Diagonal. The company, founded in 2010 by Wang Ning, has seen a rapid rise since opening its first store near Beijing's Zhongguancun area. Ning convinced university friends to invest in the business, which has since grown significantly.
In the first half of 2025, Pop Mart's profits quintupled to €551 million, according to EFE news agency. While 60% of its sales are concentrated in China, 16.3% of its turnover comes from the United States. The brand is known for its collectible figures, such as the viral Labubu dolls, and other toys sold in 'surprise boxes'.
Changing Face of Passeig de Gràcia
The departure of Regia is part of a wider trend of historic businesses disappearing from Passeig de Gràcia. The perfumery had housed the Perfume Museum, founded by Ramon Planas in 1961, which is now seeking a new location. Other notable closures in recent times include the Comèdia cinema and the Citrus restaurant.
Earlier closures on the famous street include the Vinçon design store, the Samoa restaurant, and fashion brands Gonzalo Comella, Furest, and Macson. One of the few remaining emblematic establishments is the luxury fashion store Santa Eulàlia, located at Passeig de Gràcia, 93.
