Carpenter Tan's brand enhancement strategy is implemented in Beijing, transforming from single product sales to comprehensive output of cultural communication and brand value

According to the Zhitong Finance APP, CARPENTER TAN (00837) announced that in October 2025, the group officially confirmed the location of its first brand flagship store at the 3.3 Building in Sanlitun, Beijing (Beijing flagship store). The project has now entered the design and construction phase, with the outer enclosure already erected, and it is expected to officially open in early 2026. The Beijing flagship store is located in the core area of Chaoyang District, adjacent to the Taikoo Li shopping district. The 3.3 Building in Sanlitun gathers urban trends and cultural vitality, making it one of the most influential commercial landmarks in Beijing.

The establishment of the Beijing flagship store is a key step in CARPENTER TAN's brand enhancement strategy and is not a coincidence. In recent years, CARPENTER TAN has continuously promoted its brand renewal plan, from the evolution of its brand logo to the iteration of store images from the first generation to the second, third, and even the Morandi-themed store, all stemming from the brand's ongoing exploration of visual and spatial expression. Against this backdrop, the Beijing flagship store is an important initiative for the brand to further enhance its image and expand the boundaries of experience.

For the spatial design of the Beijing flagship store project, the group has specially invited renowned designer Jia Wei to serve as the art consultant, with the core concept of "Art + Wood + Culture," integrating Song-style aesthetic spirit into the spatial texture. In Song-style aesthetics, "feeling" is not only a sensory experience but also a philosophical realm of the integration of heart and matter. The overall design of the Beijing flagship store draws from Song-style aesthetics and the Eastern philosophy of "unity of heart and matter," reinforcing the harmony between humans and nature, creating an immersive space that combines artistic height and cultural warmth. The approximately 300-square-meter space is not only a place for product display but also an aesthetic narrative about art, woodworking, and culture.

The establishment of the Beijing flagship store marks a key step for the group in transforming from single product sales to comprehensive output of cultural communication and brand value. In the future, the group will continue to deepen service experience and cultural content output, enhancing emotional attachment for consumers, and is committed to becoming an advocate and practitioner of Eastern lifestyle aesthetics