CHINA. Leading Asian omnichannel brand distributor and operator Bluebell Group has unveiled the Bluespace by Bluebell, its debut boutique in Shenzhen.
Designed as a destination for discovery, the multi-brand concept presents skincare, fragrance, collectables and gifting through engaging product displays and sensory touchpoints.
Located in Galeries Lafayette Shenzhen at UpperHills mall, the boutique line-up features an eclectic mix of international and China-chic brands.
These include New York lifestyle brand Malin+Goetz, Nobel Prize laureate-founded skincare label Noble Panacea, Swiss biotech beauty brand Niance, Parisian fragrance house The Different Company, and Provençal artisanal haute parfumerie Rose et Marius.
The assortment also highlights Chinese lifestyle and fragrance brands Notes for Later, Chujian and To Wild.
The boutique offers a curated selection of plush collectables from Bobo Nuts and Cosmouni.
The launch advances Bluebell Group’s regional growth strategy, leveraging an agile retail model to meet rising demand for curated lifestyle and gifting experiences across Asia.
Bluebell Group President & CEO Philippe Guettat said: “Bluespace represents a pivotal step in how we serve both consumers and brand partners. This dynamic model gives our brand partners an innovative, low-risk platform to connect meaningfully with premium consumers across China.”
Bluebell Mainland China, Hong Kong SAR and Macau SAR President & CEO Jenny Lai added: “Bluespace is our newest creation to meet the sophistication and global sensibility of a new generation of Chinese consumers. We have created a comforting and inclusive space for our clients to discover new brands and connect with pieces that resonate with their discerning tastes and lifestyle.”
Bluespace reflects Bluebell Group’s focus on developing retail concepts in high-profile destinations. Its location within Galeries Lafayette at Upper Hills places the boutique in one of Shenzhen’s leading mixed-use lifestyle destinations. ✈
