A luxury goods retailer said on Wednesday that sluggish sales are behind the decision to open a shop inside a supermarket, as it looks to reach more ordinary consumers.

Della Mela, a premium multibrand luxury fashion boutique, has acquired almost a quarter of the floor area at the luxury products sector in the Century Lianhua Supermarket in Hangzhou and sells high-end, custom-made suits and other products including brands like Fugato.

"Since it opened on Saturday the sales of suits, shirts and shoes have been good, while customers largely shied away from the really expensive leather products and those made of alligator skin," said Teresa Wang, marketing director of Della Mela.