House of Fraser has opened its first standalone shop in China, selling famous foreign brands such as Barbour, Ted Baker, Dyson, Nike, Dior and Lancôme.
The store will be in the Jiangsu province in Eastern China in Nanjing. The brand has chosen the location of the Nanjing’s Xinjiekou, the International Financial Centre, because of its premium reputation. This has also enticed new brands that are keen to tap into the wealthy Chinese population in the area to sign up with House of Fraser.
New brands welcomed into the fold include Radley, Cambridge Satchel Company, Biba Alexandre of England, Peter Werth, Lyle & Scott, Le Tanneur and D.A.T.E.
Frank Slevin, House of Fraser chairman, said: “This is a very exciting time for House of Fraser and the opening of the store in Nanjing is a strong way to finish 2016. The store has focused on bringing international brands and a premium shopping experience to China. We are confident that our first store will clearly demonstrate the unique status that House of Fraser can achieve in the market, and will be a standout platform for our brand partners.”
House of Fraser is also launching a variety of new retail concepts, aimed at the VIP crowd. The store will premier a ‘Style by HoF’ section and Monceau, a lifestyle restaurant and café. There will also be a VIP lounge, VIP loyalty program and personal shopping service.