PapaHome relocates to Causeway Bay with expanded lifestyle concept

Taobao's furniture store, PapaHome, is moving its flagship store from Tsim Sha Tsui to Causeway Bay's Fashion Walk, upgrading it from a showroom to a large lifestyle space.

Operating under an online‑merge‑offline (OMO) model, PapaHome offers local shoppers a fresh retail experience. Going beyond conventional furniture retail, the brand aims to reshape modern shopping by weaving in a variety of lifestyle elements.

The new two-storey flagship at Causeway Bay's Fashion Walk spans over 35,000 square feet, more than doubling the size of its Tsim Sha Tsui predecessor, according to HK01. It features a home aesthetics showroom offering full furniture customisation, as well as interior design and renovation services.

The expansion enables PapaHome to bring its new "More than home" concept to life, rooted in a "Experience first, buy later" (先體驗，後購買) philosophy. The immersive showroom invites customers to explore and interact with carefully curated home décor and premium furniture, offering reassurance before they make their final purchase on Taobao.

In addition, the Fashion Walk store will introduce new lifestyle offerings, including "PapaCafe," beauty and wellness, floral and lifestyle accessory sections, as well as regular community workshops.

Alongside its extensive home furnishings, the new Causeway Bay store will feature a home aesthetics showroom. The space provides comprehensive home solutions, from custom‑made furniture to full interior design and renovation packages.

PapaHome CEO Andy Wong said the brand has done well in Hong Kong by letting customers try products before buying (先體驗，後購買). He described the move to a new location as a strategic brand upgrade. He also said the new flagship store is now in a prime shopping area and offers more than double the floor space.

MARKETING-INTERACTIVE has reached out to Taobao for more information. 

Don’t miss: Taobao's PapaHome taps Jackson Wang as strategic investor

Back in October last year, PapaHome tapped Kpop group GOT7's Jackson Wang as its new strategic investor through his company TEAM HOLDING, following its launch in February last year. This landmark partnership signifies a key expansion initiative for Taobao, leveraging Wang’s profound influence and regional presence to strengthen its foothold in Hong Kong and beyond.

Under the partnership, Wang will curate a capsule collection of his most coveted items available via the Taobao platform. Visitors to PapaHome’s new flagship Causeway Bay location will be able to experience the products in real life, and conveniently shop for the items via the app. The curated collection will be unveiled by Wang in Q2 2026.

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