Bluebell uses physical retail to localise global brands

Experience-led stores are helping premium brands adapt service and engagement as Chinese shoppers demand greater value across channels.

Bluebell Group is using experience-led physical retail to localise global brands for Chinese consumers as digital channels raise expectations for service and brand relevance.

Jenny Lai, CEO and President for Mainland China, Hong Kong, and Macau at Bluebell Group, said localisation begins with protecting a brand’s core positioning whilst adapting how that identity is expressed in each market. With more than 150 luxury and premium brands across Asia, Bluebell works closely with global headquarters before tailoring products, events, communication and store execution for local consumers.

“The key to localising service without diluting brand identity is to be extremely clear on the brand's position, staying true to that while adapting the expression, and execution to the local market,” Lai said.

That approach becomes more important in China, where digital retail is highly developed but physical stores continue to play a major role in customer engagement. Lai said offline spaces can offer human connection, storytelling and experiences that digital channels cannot fully replicate.

Bluebell recently opened BLUESPACE at Upper Hills in Shenzhen, where it combines local and international brands across beauty, fragrance, gifting and lifestyle. The store also incorporates private product trials and events such as Pilates classes, perfume masterclasses and spa activations, reflecting what Lai described as a more discerning customer focused on quality of life and personal taste.

As shoppers become more selective, Lai said service quality is becoming part of the value proposition across both online and offline channels. That places greater importance on frontline staff, who act as brand ambassadors and influence how customers perceive premium and luxury brands.

“It's still true that consistent and personalised service creates lasting customer relationships and long-term brand value,” she said.

Lai will speak at the Retail Asia Summit in Hong Kong on 4 November 2026 as part of the panel “Lifestyle Retail Momentum: Talent Excellence, Service Innovation & Experience-Centric Store Models.”