Innovative product developer and specialty retailer Brookstone China has introduced its travel retail concept to China, opening its first overseas airport store in Beijing.

“This is a new retail concept for airport travellers in China, who tend to be higher-educated people with senior positions and appreciable incomes,” says Brookstone China chairman Xin Kexia, also president of computer retailer HiSap.

In China, Brookstone is becoming known for its “easy surprises”, practical items that are simple in design. amazingly useful, yet simple in design. Its stores are built around creating interactive and entertaining shopping experiences, where visitors are encouraged to try items.

At Gates C13/C14, the Beijing Capital Airport store is seventh Brookstone outlet to open in China this year. Products include checkpoint-friendly luggage, U-shaped travel pillows, massage devices, automatic wine openers, power banks, Nap blankets, multi-coloured kinetic sand and Cat Ear headphones.

In June, Brookstone opened a flagship in Shanghai which exceeded expectations. The 50-year-old US brand has been acquired by Chinese billionaire and Sanpower Group chairman Yuan Yafei.

Its first store in China was launched in Nanjing early this year, and flagships have been opened in Shanghai and Suzhou.