Fresh has opened its first non-European retail counter in partnership with Lagardère Travel Retail, at the retailer’s 95,000sq m Hainan Tourism Downtown Duty Free Shopping Complex in downtown Sanya.

With further retail openings in the pipeline, the company, which was created in 1991 is continuing to capitalise on Chinese consumer demand and is strengthening its presence on Hainan island.

Ji-Un-Han, General Manager, Fresh Travel Retail APAC said: “We are delighted to partner with Lagardère in Asia Pacific and Hainan Tourism Investment Duty Free to extend our intimate retail concept to Sanya downtown, forging the Fresh expression in this market.”

Terry Chua, Vice President, Merchandising Asia said: “The new Fresh store elevates not only the Fresh experience, but also in line with the strategy for Lagardère to enhance the shopping experience in Sanya with the broadest and trendiest brand portfolio. That applies especially to Hainan because it’s a leisure destination where travellers are open to new discovery.”

According to the company, the scale of the counter gives the brand space for customers to not only shop the brand but experience it.

FIRST IN FRESH TRAVEL RETAIL

Fresh says the counter has been designed in the same spirit as the Fresh flagship store in New York City’s Union Square and is elevated with new elements that are first in Fresh Travel Retail to bring the brand’s collections to life.

New elements include the moving pixelated canvas at the entrance and a wall in lime wash paint showcasing Fresh’s signature sky blue.

Other elements are linked to the brand’s pillars of artisanship, hospitality, apothecary and tradition. A custom chandelier designed to look like molecules emphasises Fresh’s leadership in science, while the mosaic tile floor replicates that of the flagship store at Union Square.

Guests can obtain complimentary gift-wrapping at the gift-bar, while the Kombucha wall displays the Kombucha 8 benefits and its texture.

Fresh Travel Retail is the first brand to pioneer the giant outdoor 3D digital video screens at the main entrance of the Hainan Tourism Duty Free Shopping Complex. Two 3D videos showcase the brand’s best-selling collections and star ingredients.