On December 1, Chengwaicheng, a renowned home furnishings store in Beijing, announced a strategic partnership with Huari Group, aiming to jointly establish the **largest high-end European and American home furnishings museum**. This collaboration marks a significant step in Chengwaicheng’s expansion beyond its traditional market and signals that European and American furniture may soon become the next big trend in the industry.
The new "International Pavilion" is set to be the largest of its kind in Beijing, and possibly even across the entire country. With an area of 50,000 square meters and an investment exceeding 200 million yuan, the pavilion will adopt a European-style park design, featuring four floors dedicated to imported and premium domestic European and American furniture brands.
Liu Changhe, Chairman of Chengwaicheng, emphasized that the scale of the project allows for better brand curation and enhanced customer experience. Over the past two years, Chengwaicheng has been actively seeking growth opportunities, and this new venture is a key part of its business transformation strategy.
Huari Group, the strategic investor behind the project, brings not only financial support but also extensive experience in real estate, finance, and energy. According to Zhou Xuen, Chairman of Huari Group, the International Pavilion is a major investment for their company. “We started in furniture and still have strong feelings for the industry. We are committed to making this project a success,†he said.
The response from merchants has been overwhelmingly positive. As of the press conference, over 100 brands had expressed interest in joining the pavilion, with some already paying deposits and reserving space. This enthusiasm reflects a growing belief that European and American furniture is on the rise.
Experts like Liu Changhe believe that the demand for high-end European and American home furnishings is increasing rapidly in Beijing, driven by rising consumer spending power and a shift in preferences. Zhou Xuen added that with the peak of panel and solid wood furniture passing, European and American furniture is becoming more aligned with high-end lifestyles, and the next two to three years could see a major surge in popularity.
This strategic move by Chengwaicheng and Huari Group is not just about expanding retail space—it's about redefining the future of luxury home furnishings in China.
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