Chinese cosmetic brand Harmay
What: The roll-out of Harmay flagship stores has shaken up China's retail scene, and particularly the country's high-end cosmetics segment.
Why it is important: Targeting a demographic of savvy young consumers and opening in first-tier cities, Harmay has a solid reputation as an influential incubator of consumer trends. Originally an online retailer, Harmay quickly gained a reputation for creating design-led retail spaces, aiming to boost the shopping experience of its target demographic.
Shanghai flagship store
Occupying a spacious 600 sqm. (6,458 sq.ft.) space spread across two floors smack in the middle of the popular shopping area, it features an interior design by Shanghai-based architecture practice AIM Architecture. Large windows allow in floods of daylight, but also enable the displayed merchandise to gain full attention from an abundance of foot traffic. Taking from a true market style, the Harmay store doesn't restrict itself to its prized cosmetics, but also offers healthy fruits.
Since Harmay started out as an online retailer and the company's turnover is largely based on online sales, the store also serves as an e-commerce fulfilment site. The store carries the brand's own line of cosmetics fragrances, but also equivalent items from a range of foreign brands, including Dermalogica, Botanist, Orezza, Rose et Marius and SG79|STHLM.
Beijing flagship store
Pre and post pandemic, China's cosmetics and beauty market has been booming and is expected to reach USD 38.7 billion in sales by 2024. Needless to say, foreign brands have traditionally had a large stake in the earnings, but in recent years a number of local brands and retailers have emerged.
The chosen design theme is 'chaos and order', and as such, the premises bear a transitional character, shifting from a dark and industrial dystopian aesthetic to contrasting settings marked by a sleek and even space-like understatement. Upon entering, shoppers find a 14-metre display table laden with products below a faux industrial installation and leading towards a corridor with barrow wheels and shelves brimming with more products.
The store also offers a new range of tech products in different categories, such as slimming, fat reduction, lip and eye protection and hair care. The store offers a creative space for emerging young artists which aims to increase the appeal for its young target demographic. The retailer's ambitious expansion is gaining steam, and although Beijing and Shanghai have two stores each, a third store for each city is scheduled to open in the very near future.