(26 November 2014 – Hong Kong) New World Department Store China Limited (“NWDS” or the “Company”; Hong Kong stock code: 825), one of the largest owners and operators of department stores in Mainland China, is pleased to announce the soft opening of its 12th self-owned store in Shanghai, Hong Kong New World Department Store – Shanghai 118 Branch Store (“Shanghai 118 Branch Store”), on 21 November. It is also the Company’s first department store-shopping mall hybrid retail project which aims to meet the diversified needs of local consumers. 

Shanghai 118 Branch Store is located in Putuo District, where has profound culture with over 40 heritage sites, and the district government is actively promoting its tourism industry. The new store is situated the Western Shanghai Business Circle, where is the core area as well as the key planning area of the district and enjoys a convenient transportation network with connection to the Mid-inner Ring and the Outer Ring. Shanghai 118 Branch Store is only 3km away from the Hongqiao Economic and Technological Development Zone, and in proximity to Changfeng Eco-business District and CBD where has a high concentration of restaurants, offices, luxury residences, government buildings, hospitals and schools, providing it with a sufficient supply of quality customers and thus huge consumption power. The new store is located in NGS 118 Plaza, a mega size living complex with a total GFA of 400,000 sq.m., which features large supermarket, internationally renowned cellphone brand’s experience store and café and is right next to a high-end hotel. With the opening of Shanghai 118 Branch Store, the area is bound to be a new shopping hotspot in Putuo District. 

Situated in the phase II and III of the plaza, Shanghai 118 Branch Store operates both department store and shopping mall businesses, with a total GFA of about 40,000 sq.m. and 22,600 sq.m. respectively, altogether forming a 62,600-sq.m. retail complex with the elements of shopping, living, leisure and entertainment under one roof while its soft opening involves the operating area of department store business of over 30,000 sq.m. The five-story department store is positioned as a “Living Gallery” targeting customers from families, white collars to businessmen. Hence, the store has introduced over 200 locally and internationally well-known trendy brands, which cover a wide range of merchandise portfolio including apparel, cosmetics, jewelry, sports and household products. To align with the Company’s new “Happy New World” positioning, a 2,000-sq.m. children’s playground has been set up in the store. Together with concessionaire counters selling baby’s products and children’s wears on the same floor, the store strives to deliver a diversified shopping experience to family customers. Its shopping mall area is expected to commence operations on the first half of next year. A variety of dining and complementary facilities will then be introduced to satisfy to the needs of people from all walks of life in terms of clothing, dining, living, travelling and entertainment. 

There is a VIP Lounge in the store to provide a wide range of exclusive VIP services, including gift wrapping, baby trolley lending and the provision of first aid box. VIP members can also enjoy extra convenience with free internet connection and cellphone charging service at the lounge. Using green as the major theme of its interior design, the store makes use of geometric drawings and abstract artistic lines to create a modern and contemporary style, fully demonstrating NWDS’ brand image of “Enriching Lives. Enhancing Character”. To celebrate its soft opening, Shanghai 118 Branch Store will launch the signature inter-store marketing campaign, the sixth “Non-stop Mega Sales”, with other Shanghai stores from 28 to 30 November with the aim to spreading the joy of the opening to customers with amazing discounts and heavyweight prize giveaways such as iPhone 6 and iPad 3. 

Mr. Philip Cheung, Managing Director and Executive Director of NWDS, said, “Shanghai is one of our major footholds, therefore, we have been expanding our presence in Shanghai by carrying through the strategy of ‘multiple presences in within a single city’. Putuo District is the deputy center of western Shanghai with undoubtable development potential. We believe that the new store and Shanghai Shaanxi Road Branch Store can grasp the growth opportunities as Putuo district further develops and be able to create greater synergy and influence together with other stores in Shanghai. Shanghai 118 Branch Store is our first department store -shopping mall hybrid retail project. With decades of retail experience, we firmly believe that the new store can bring local customers with a quality and holistic shopping experience, and further prove that the Company possesses the capability of operating different types of retail projects to further diversify our business.”

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