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US-based retailer Brookstone lands in China

Brookstone, a US-based specialty retailer, has opened its first overseas store in one of the largest shopping centers in Nanjing, China.

Brookstone CEO Tom Via said Chinese customers were enthusiastically embracing the first Brookstone China store experience as first-day sales far exceeded expectations.

The American retailer has also opened three store-in-stores within Funtalk Telecommunication’s locations in Beijing and Shanghai.

By using the slogan “Easy Surprise”, Brookstone positions itself as a destination for people to find “surprising innovations that make life easier”.

Upon its entry into China, Brookstone will adopt a sales model that features a hands-on interactive shopping experience. Store “associates” (rather than salespersons) will help customers experience products on their own.

Piau Phang Foo, global vice president of the Sanpower Group and chairman of Brookstone, said that the company will pursue a strategy to open up independent shops in airports and high-speed railway stations as well as launching store-in-stores in Sanpower’s offline retail brands, including Hisap and Smart Funtalk Telecommunications.

Founded in 1965, the brand specialises in providing innovative and lifestyle products designed for smart living. It has more than 300 shopping mall and airport stores across the US and Puerto Rico, online at Brookstone.com and a B2B/wholesale business.

In 2014, Brookstone was acquired by the Sanpower Group, a multi-national conglomerate based in China, with a goal to bring premium American lifestyle products to shoppers in China while providing China-based makers access to American and international retail markets.

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