US Retailer Brookstone Has Strong Opening in Shanghai, China
MERRIMACK, NH--(Marketwired - June 15, 2016) - When Chinese billionaire and Sanpower Group Chairman Yuan Yafei decided to acquire the US retail brand Brookstone, he did so with the intention of introducing a more entertaining and interactive retail shopping experience to Chinese consumers. After three very successful store openings this year, this investment strategy shows every indication of paying off.
On June 9, during Shanghai's Dragon Boat Festival and its busiest shopping season, Brookstone China opened its third store in the Shanghai trading area of Xujiahui, at 979 Zhaojiabang Road. Crowds lined up outside the new Brookstone store to discover, try and purchase innovative goods from this iconic US retailer, known for its unique novelty products. First week sales for the new Shanghai store have exceeded plans.
And, there are many other firsts for Brookstone. This is the first Brookstone store in Xujiahui, the first flagship store in Shanghai, as well as the first virtual reality shopping experience.
As a virtual playground for shoppers, the Brookstone Shanghai store features two stories of interactive product demo zones. These include a virtual "bed on a wall," against which customers can wrap themselves in luxurious Napâ¢ Blankets and take selfie-photos. Customers young and old are encouraged to play at the SÃ¥nd Bar stocked with the wildly popular kinetic play sand that "sticks to itself, but not to you." There are displays of Cat Ear Headphones, a giant Aero wine aerator in the wall, a whole studio of Big Blue Audio Wireless Speakers, and a spa's worth of body massagers and massage chairs ready to soothe tired and aching muscles of anyone who visits.
"The Brookstone China store experience is all about hands-on discovery," said Brookstone CEO Tom Via. "Displays are bold, inviting and highly interactive. Customers are encouraged to pick up and try everything in the store. It's much more fun and exciting than a traditional retail environment."
Customers Love Brookstone's "Easy Surprises"
In China, Brookstone is known for providing "Easy Surprises," or items that are amazingly useful, yet simple in design. "The vision is simple," said Chairman of Brookstone China Xin Kexia. "Create products that solve real life problems and are easy to use, and then sell them in an immersive environment that is entertaining and delightful."
This approach to creating premium shopping-as-entertainment centers aligns to the Sanpower Group's overall retail strategy, which also includes House of Fraser department stores and Hamleys toy stores.
About Brookstone, Inc.
Brookstone, founded in 1965, is a U.S.-based product developer and retailer of wellness, entertainment, and travel products that are simply amazing and amazingly simple . Brookstone products are available at its 200+ retail locations at malls and airports throughout the U.S., online at Brookstone.com , via its Brookstone catalog and through select premium retailers.
Brookstone is a member of Sanpower Group Company. Sanpower Group Co., Ltd. is a private conglomerate whose primary businesses are engaged in technology and modern service industries. With big data serving as its core competitive advantage, Sanpower is rapidly building up an industrial ecosystem across the finance, health and commerce sectors. The company now has an excess of RMB 100 billion in both total assets and annual gross sales, and a controlling stake in more than 100 subsidiaries. Through this diverse set of businesses, Sanpower provides growth opportunities for a 90,000-strong global workforce, including 30,000 staff from its non-Chinese enterprises.
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