House of Fraser opens first standalone store in China

Premium department store House of Fraser has opened its first store in China. The store is located in Sanpower Plaza in the heart of Nanjing's Xinjiekou, the International Financial Centre. The store sits at the centre of the city's transport system and is served by the metro station, with two lines located beneath the store.

House of Fraser Nanjing will provide customers with more than 300 brands to shop from, including Barbour, Ted Baker, Dyson, Paul & Joe, Nike, Day Birger et Mikkelsen, Dior and Lancôme.

The store is spread over six floors covering 39,483 sq m of space. The design of the building is neoclassical, taking inspiration from and replicating various elements of House of Fraser's UK store portfolio, such as Fraser's glass roof and the Jolly's peacock, a trade emblem in the decoration of the showrooms.

'With House of Fraser Nanjing, our aim was to ensure we replicated the store designs and environment present at some of the brand's most unique stores, including Jenners in Edinburgh, Jollys in Bath and Frasers in Glasgow and also provide customers with a unique premium shopping experience with a strong sense of British tradition,' says Yuan Yafeim, chairman of Sanpower Group.

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

The store will also see the launch of completely new concepts to House of Fraser including 'Style of HoF', as well as the Monceau lifestyle restaurant and cafe. It will also offer customers with a truly exclusive, premium retail experience with the introduction of a VIP lounge, a VIP loyalty program, and personal shopping offering.

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