JD has opened its first 101Home physical store in Shanghai, expanding the online retailer’s home and lifestyle offering into a 12,000sqm bricks-and-mortar format.

Located in Shanghai’s Jing’an District, the four-storey store brings together more than 1000 home and lifestyle brands and around 15,000 products. The launch follows the debut of 101Home’s online flagship store in May last year. 

JD said more than 30 international brands are making their China debut at the store, while more than 150 domestic and international brands are being introduced to its online platform for the first time.

The 101Home concept features 33 fully designed ‘Dream Homes’, showcasing furniture, lighting and other household products in complete living environments rather than as standalone products.

“101Home is designed to go beyond traditional home retailing, bringing together home design, lifestyle trends and social experiences under one roof,” said Billy Bao, head of 101Home at JD.

 “We want to create a unique experience where consumers can discover new products, explore different ways of living and find inspiration for their own homes. With JD’s global sourcing and supply chain capabilities, we can help turn that inspiration into reality, making it easier for consumers to create a home that reflects their individual lifestyles.”

The store also incorporates smart-home technology, with JD showcasing applications powered by its JoyAI and JoyInside technologies, as well as robotic products designed for household use.

Food, beverages, books, and art form part of the retail concept, with cafes, restaurants, and lifestyle brands integrated throughout the store.

• Further reading: JD accelerates expansion in Hong Kong with first JD Mall.