Brookstone Brings “Easy Surprise” Retail Concept to Beijing Capital Airpor
BEIJING,/ — Innovative product developer and specialty retailer Brookstone opened its first overseas airport store in Beijing’s Capital Airport today. With this store opening, the American retailer introduces its successful airport retail concept to China.
“The ‘scene and experience based’ marketing model of Brookstone is dedicated to creating the most fulfilling shopping space for consumers” said Xin Kexia, Chairman of Brookstone China and President of HiSap. “This is a brand new retail concept for airport travellers in China, who tend to be higher-educated people with senior positions and appreciable incomes. They also have plenty of time during the airport experience to discover and shop new brands.”
In China Brookstone is quickly becoming known for providing “Easy Surprises,” or items that are amazingly useful, yet simple in design. The stores are built around creating interactive and entertaining shopping experiences, where guests are encouraged to try each item for themselves. Brookstone associates are trained not to act as traditional salespeople or shopping guides. They act more as friendly experts who explore the fun of novelty products together with customers.
Situated at Gates C 13/C 14, the Beijing Capital Airport store is seventh Brookstone store location to open in China in 2016, and features a wide assortment of innovative, useful and novelty items designed to appeal to airport travelers. The products include checkpoint-friendly luggage, u-shaped travel pillows, massage devices, automatic wine openers, power banks, Nap™ blankets and two of Brookstone’s most popular items in China this year: multi-colored kinetic Sand and Cat Ear Headphones. The assortment strategy, as in the U.S. Brookstone stores, is to provide the perfect combination of travel gear and take-home gifts.
Airport retail–now taking off in China
In recent years, airport passenger throughput in China is averaging an annual growth of 10%. This growth in foot traffic is making many large airports the shopping centers of cities. “This makes airports a good place to introduce and promote brands,” said Kexia. “With its highly interactive, hands-on environment, Brookstone will fill the gap for customers increasingly looking for novelty experiences and products.”
An American Brand Takes Root in China
Since the beginning of 2016, when the first Brookstone store was launched in Nanjing, this 50-year-old retail brand from the U.S. has quickly taken root in the Chinese market. In the wake of the successful Nanjing store launch, Brookstone flagship stores have made grand openings in Shanghai and Suzhou.
A History of Brookstone Innovation
The U.S.-based Brookstone is a retailer that is committed to creating a fun and interactive shopping experience for customers, providing them with multi-functional, uniquely designed, and hard-to-find quality products.
Brookstone’s early products-mini pliers, ring-shaped hacksaws, precision drilling tools, chisels and engraving kit – were sold via mail orders. It was not until 1973 that Brookstone opened its first brick-and-mortar retail store in Peterborough, NH.
Today Brookstone offers a diverse collection of exclusive, uniquely designed, high-quality products through a multi-channel strategy including 218 shopping mall and airport stores across the US, Puerto Rico, and China.
After 50 years of development, Brookstone has become synonymous with innovative products. It not only has in-house R&D teams, but also discovers the latest and most intelligent products from all over the world, and helps launch exciting products from today’s most innovative makers.
About Sanpower Group
In 2014, Sanpower Group joined hands with Sailing Capital and GE Capital to purchase and operate Brookstone, and introduce its advanced product innovation ideas, supply chain, and unique operating model to China. By virtue of its marketing channel, Sanpower Group is committed to helping Brookstone expand the Chinese market and build a chain brand for novelty goods in China.
For more information, visit Brookstone.com and follow them at Twitter.com/Brookstone and Facebook.com/Brookstone.
SOURCE Sanpower Group
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