The appetite for anything British is so big in China, a new showroom with home grown premium brands across fashion, homeware and lifestyle will open in Beijing in December.
The British House will display items from 100 UK brands, with names such as Turnbull & Asser, Liberty, Aspinal of London, Johnstons of Elgin, Sunuva and Rachel Riley already confirmed.
Located off Tiananmen Square, the 13,000 sq ft showroom covers two floors and is modelled on a London townhouse, with products displayed in each room of the “home”.
Following the increasing trend of offering a multichannel experience in-store, shoppers at the British House can scan the items they like and buy them online using tablets.
The products will then be shipped directly from the UK to their home within eight to 11 days.
The home also has a tearoom, English language lessons, and host VIP parties.
Jonathan Saunders‘ former interim managing director Jamie Powell was appointed as the UK managing director for the business, and he plans to roll out the concept to other locations across Asia.
“We are recruiting brands as we go and we plan on rolling the concept out across China and Asia,” he said.
“It is a whole new retail experience for the area.”
The owner of the British House is Yimei McCabe, a former diplomat with China‘s ministry of foreign affairs.