The flagship store of old British department store House of Fraser (HOF) will appear where the Orient Department Store used to stand around September this year. While the transformation of other department stores is usually based on their own brand upgrading and adjustment of business forms, the approach taken by Orient Department Store to inject itself with foreign elements by means of overseas M&A and attracting foreign brands is rarely seen in China.
The new department store is positioned on the medium and high end and expects to house more than 300 international brands. HOF will provide a number of VIP services including private shopping and styling advisor, professional beauty adviser, British-style high tea and VIP lounge. Zou Yan, spokesperson of SanPower Group, said it is a 3.0 version department store, which features the new model of self-owned brand + supplier’s brand + scenario sale.
The HOF China Company will spend half a year connecting the former Orient Department Store with the International Financial Center and will introduce such stores as the HAMLEYS, a 255-year-old toy store from Britain. The stores will feature “scenario sale”, which means children can play in scenarios as interesting as the amusement park.
