Retail in Asia


Brookstone opens first overseas airport store in Beijing


Innovative product developer and specialty retailer Brookstone opened its first overseas airport store in Beijing’s Capital Airport. With this store opening, the American retailer introduces its successful airport retail concept to China.

“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,” said Xin Kexia, Chairman of Brookstone China and President of HiSap.

In recent years, airport passenger throughput in China is averaging an annual growth of 10%.

SEE ALSO: Brookstone opens 1st overseas store in China, eyes more shops in airports, railway stations

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. The assortment strategy, as in the U.S. Brookstone stores, is to provide the perfect combination of travel gear and take-home gifts.

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.

(Source: PR Newswire)