Taobao opens its first physical store in Hong Kong

Shoppers can browse more than 10,000 top selling products at the Taobao store

Chinese online shopping platform Taobao is to open a physical store in Hong Kong.

The popular homewares and lifestyle retailer is partnering with home repair service provider Papabo to open the PapaHome partnered with Taobao store in Tsim Sha Tsui.

The retail space covers more than 25,000 sq ft and will offer an "extensive and thoughtfully curated” collection of furniture and home accessories that have been selected from Taobao merchants. More than 10,000 product series have been chosen from 100 top-selling brands. 

Products at the bricks and mortar store will include sofas, dining sets, wardrobes, children’s furniture, pet products and customisable furniture. There will also be a dedicated DIY section stocking renovation materials like tiles and flooring. PapaHome has also collaborated with Bank of China and Towngas to offer financial services and home energy solutions.

“PapaHome partnered with Taobao represents more than just a space to shop; it’s a celebration of design, function and accessibility,” said Tom Porat Cohen, the creative director of the project. “We believe beautiful, functional homes should be within everyone’s reach, and this is what drives our mission.”

An ‘Online-Merge-Offline’ model is at the core of the initiative, bridging the gap between digital and physical retail. Products are equipped with QR codes for easy access to product information, discounts and online checkout via Taobao. ‘Taobao Wizards’ will be stationed around the store to help shoppers with account set-up and navigation. Home stylists will also be on-hand to provide help and guidance and AI and AR tools will be available to the Taobao team to offer shoppers customised design solutions.

Completing the one-stop-shop, a partnership with local charity Crossroads Foundation will enable shoppers to donate used household furniture and goods via the PapaHome app.

The store officially opens on February 22 on the second floor of China Hong Kong City.

PapaHome, 2nd Floor, China Hong Kong City, 33 Canton Road, Tsim Sha Tsui, Kowloon.