A Swedish water purifying company has opened its first retail store in Asia – in Beijing.
Bluewater Water Purifying Company describes itself as a global industry leader in water purifying technologies. It also describes its humble 50sqm shop inside a shop at the Easyhome store in Beijing’s Chaoyang District as its “Asian flagship”.
But size may not be a barrier to this brand expanding across greater Asia where water quality – or achieving it – is a rapidly growing category amongst the middle classes. In most Asian countries, tap water is assumed not to be safe to drink; in some it is literally poisonous. So the bottled water industry is mature – and now purifying technology companies are starting to make their mark as a growing middle class population can now afford such solutions.
Bluewater’s store has been branded Blue House with the water systems sharing space with Bluewater’s air-purifying sister company, Blueair.
“We are honored to be partnering in the Blue House venture with Euroidea, a leading Chinese household appliance’s company, to make Europe’s premium residential and light commercial water purification technologies available to Chinese consumers,” said Niclas Wullt, MD of BlueBlue AB, Bluewater’s parent.
“As a global brand, Bluewater serves healthier drinking water to homeowners as well as business operators in the restaurant, catering and other sectors in Europe, the US and Asia, and there is no better place than Beijing to now showcase our international brand message.”
Euroidea focuses on importing iconic western brands such as Smeg, Cucine, AEG, Miele, Viking, Speed Queen, KitchenAid and now Bluewater into China. Founded in 1992, with headquarters in Beijing, Euroidea today has 30 dealers and 70 showrooms in most major cities, including Shanghai, Guangzhou, Tianjin, Shenzhen, Hangzhou and Chengdu.
Bluewater’s SuperiorOsmosis addresses consumer fears about the quality of their tap water by cleaning it of toxins, chlorine, bacteria and viruses, salt, heavy metals, nitrates and fluoride, hard water, arsenic, and poor taste and smell.
The ‘flagship’ features the full range of Bluewater’s water purification offerings, suitable for commercial and residential purposes.
