First Burlington House Store Opens in China
Carole Sloan -- Home Textiles Today, August 8, 2006
Greensboro, N.C. — On July 26, ITG opened its first Burlington House retail store in Hangzhou, China, the beginning of its planned chain of free-standing and store-within-store concepts across the country.
The store, slightly more than 2,000 square feet, features a range of product for the home that is all designed here by ITG, parent company of Burlington, and manufactured in China under the supervision of Burlington House-Shanghai, explained Daphne O'Brien, vp, retail products, ITG.
“The packaging design and store concept also is done in the United States,” O'Brien added.
The new storefront and Burlington House bedding collection has a global influence in design. Included in the offering is bedding in traditional and urban styles, towels and bath accessories, decorative pillows, decorative accessories such as frames and candles, and lighting. The store also offers a collection of silk sleepwear as well as traditional wedding bed sets in red designs with gold accents.
“We don't expect customers coming to the store to look for basic sheet and towel wall presentations; it's more a decorating statement,” O'Brien observed, adding that this idea resulted in the non-textile products being designed specifically to round out the Burlington House concept.
The store is targeting the upper middle-class consumer, and features a contemporary layout with light colors and natural lighting.
By year end, the company plans to have up to 10 units open, mostly store-within-store concepts.