Harmay Debuts First Jiangsu Store in Nanjing

Harmay is once again moving at full speed. On April 29, the cult favorite beauty and lifestyle retailer opened its first store in Jiangsu, located inside Nanjing’s Jinling Central. The opening marked the final milestone in its rapid “four stores in one month” rollout, signaling the brand’s return to the frontlines of China’s new retail battleground.

Like all Harmay locations, the new store continues the brand’s “one store, one design” ethos. Dubbed the “Jinling Paper Warehouse,” the concept pays tribute to sustainability, featuring cardboard-based interiors—from shelving to countertops to playful sculptural installations—all made from recycled packaging materials.

It also introduces the brand’s newest IP: the Warehouse Keeper, a mascot fashioned from used cardboard, who greeted customers on opening day and playfully invited them inside.

The store includes an in-house cardboard processing machine that turns used shipping boxes into honeycomb wrap for future packaging needs—reinforcing Harmay’s commitment to circular design and reducing excess shipping waste.

But this wasn’t the only new opening that day. Downstairs, a second location focused entirely on data-driven bestsellers was launched. Designed for quick browsing and purchase, this store uses real-time shopping data from Harmay’s 30,000 daily footfall and 10,000 orders to update its curated list of 150+ hero products weekly. It offers a rapid-fire snapshot of what beauty insiders are buying right now.

The message is clear: Harmay is back—and more ambitious than ever.

Once known mainly for travel-sized beauty products, Harmay is expanding into new verticals including home goods and pet care, and repositioning itself as the go-to platform for global niche brands. In April alone, it opened four distinct stores: in Foshan, where niche brands accounted for 80% of stock; in Aranya, featuring 250 global labels; and in Nanjing, where 60% of the 4,000 SKUs come from boutique brands both domestic and international.

With eye-catching store aesthetics, sharp price positioning, and a warm, approachable tone, Harmay continues to set itself apart—especially with a younger demographic looking for curated, under-the-radar finds. What’s next is how it will deepen its brand storytelling and amplify its role as a cultural conduit between China and the world.

And the expansion isn’t stopping anytime soon: staff confirmed to ConCall that a travel-themed Harmay store is set to open shortly in Shanghai Hongqiao Airport.