House of Fraser formally opened its first standalone store in China yesterday (Thursday December 22).

House of Fraser makes China debut

House of Fraser formally opened its first standalone store in China yesterday (Thursday December 22).

The shop is located at Sanpower Plaza, in the heart of commercial zone Xinjiekou in Nanjing, which is the capital of the Jiangsu province in Eastern China.

Xinijekou is a key centre for tourism, receiving about 500,000 visitors per day, with over one million during the holiday and festival periods.

House of Fraser Nanjing spans six floors, trading on over 425,000sq ft of retail space. The design of the building is neoclassical, taking inspiration from – and replicating – various elements from House of Fraser’s UK store portfolio, such as the glass roof of Frasers in Glasgow and the ‘peacock’ (a trade emblem in the decoration of the showrooms) of Jollys in Bath.

The store stocks 300 brands including Barbour, Ted Baker, Dyson, Paul & Joe, Nike, Day Birger et Mikkelsen, Dior and Lancôme.

The opening of the store also marks the introduction of a number of new brands to the Chinese market, which are partnering with House of Fraser due to its premium offer and location.

Names include Radley, Cambridge Satchel Company, Biba Alexandre of England, Peter Werth, Lyle & Scott, Le Tanneur and D.A.T.E.

The store also sees the launch of completely new concepts to House of Fraser including ‘Style by HoF’, as well as Monceau, a lifestyle restaurant and café. It also offers a VIP lounge, a VIP loyalty programme and a personal shopping service.

House of Fraser chairman Frank Slevin 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 stand-out platform for our brand partners.”

House of Fraser is a department store group with 59 locations across the UK and Ireland. The group has annual sales of £1.3bn and employs over 6,000 House of Fraser employees and 11,500 concession staff through over 4 millionsq ft of selling space.

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