The J Shop opens 4 pilot physical stores in Chinese cities

Three of the stores were jointly developed with Italian luxury retailer COSCIA.

JD.com’s fashion and lifestyle business, the J Shop, has opened its pilot physical stores for the first time in four Chinese cities, seeking to ramp up its omnichannel retailing, the company said in a press release.

The J Shop’s first four pilot physical stores—located in Xi’an, Shenzhen, Chengdu and Yinchuan, respectively—integrate JD’s businesses in apparel, lifestyle, cosmetics, sports, luxury fashion and watches, the company said.

As a selected collection store, the 335-sqm store in Xi’an displays about 300 brands, covering 150 categories of selected goods including cosmetics, kitchenware, and home textiles.

Customers in the store can make a purchase immediately, or scan the corresponding electronic label on the product and buy online with same- or next-day delivery. It also set up a livestreaming studio inside the store, allowing customers to watch and join the livestream as well.

The other three stores are jointly developed by JD and Italian luxury retailer COSCIA. Featuring the themes of luxury, designer brands, affordable luxury and lifestyle, they offer nearly 2,000 selected products.