Parkson Retail Group and South Korea's Eland Group have established a joint venture which will open the first City Lifestyle Mall in China.
With the cooperation, Parkson and Eland will jointly invest CNY100 million to set up the joint venture and establish a unique featured City Lifestyle Mall in the Chinese market. The first City Lifestyle Mall will be opened in the Tianshan Parkson department store located in Shanghai's Changning district. The original department store will be fully renovated and re-open at the end of 2015.
The City Lifestyle Mall will have a retail area of 45,687 square meters with a new brand fashion hall. It will introduce popular fashion brands loved by young consumers, covering apparel, accessories, outdoor, sports, and food and beverage. Meanwhile, Eland Group's SPAO, Mixxo, Shoopen, NC Picks, and some food and beverage brands will enter this City Lifestyle Mall.
In addition, on each floor of the City Lifestyle Mall, there will be special recreation areas for different consumers, in addition to special brand discounted zones.
Parkson Retail Group plans to add diversified food and beverage brands to the City Lifestyle Mall, including American fast food Johnny Rockets, casual restaurant Franco, coffee shop The Coffee Library Bar, and sandwich shop Quiznos. Parkson will also introduce its owned brands to the mall.