Opening in Beijing in December, The British House showroom will display items from 100 UK brands across fashion, homewares and lifestyle.
Already confirmed are such brands as Aspinal of London, Johnstons of Elgin, Liberty, Rachel Riley, Sunuva and Turnbull & Asser.
Near Tiananmen Square, the 13,000 sqft (1207 sqm) showroom covers two floors and is modelled on a London townhouse, with products on display in each room of the “home”. Shoppers will be able to scan the items they like and buy them online using tablets. The products will be shipped directly from the UK to their home within eight to 11 days.
The “home” will also have a tearoom and offer English language lessons as well as host VIP parties.
Former women’s fashionwear Jonathan Saunders interim MD Jamie Powell has been appointed as the UK MD for the business, and he plans to roll out the concept to other locations across Asia. The owner is Yimei McCabe, a former diplomat with China’s ministry of foreign affairs.