Babycare products retailer Stokke China has opened the brand’s first-ever flagship store, in Shanghai.

A second flagship store will open in Seoul next month.

Stokke CEO Anton Van De Putte says the store concept is the result of internal teams working with creative agency The North Alliance and retail agency Reactor Retail – a collaboration based on Stokke’s core values with inspiration from the brand’s design philosophy.

Stokke retail development director Bard Kvamme says products take centre stage at the store. “The consumer experience is key to Stokke and we want our flagship stores to be the ultimate brand manifesto…

“Combining Scandinavian materials and lifestyle, with leading-edge digital solutions, Stokke flagship store will provide a new experience and closeness to the brand universe.”

Kvamme says the aim is to elevate the brand by setting high standards for consumer service and in-store experience.