PapaHome Powered by Taobao Relocates to Fashion Walk, Causeway Bay

Taobao’s brick‑and‑mortar furniture concept, PapaHome Powered by Taobao, is relocating from China Hong Kong City in Tsim Sha Tsui to a significantly larger flagship at Fashion Walk, Causeway Bay, with the new store scheduled to open this October.

The move reflects strong customer demand following the brand’s Hong Kong debut more than a year ago, when PapaHome launched as Taobao’s first physical furniture superstore in the city. Increased footfall and sales performance at the Kowloon location have prompted the transition to a larger, more prominent retail footprint across the harbour.

A 35,000 sq ft Flagship Across Two Floors

The new Causeway Bay flagship will span more than 35,000 square feet over two levels, more than doubling the size of the previous Tsim Sha Tsui store. Positioned within Fashion Walk, one of Hong Kong Island’s established lifestyle retail clusters, the expanded space allows PapaHome to broaden its merchandise range and introduce new experiential elements.

The store will continue operating under an online‑to‑offline (OMO) model, integrating Taobao’s vast digital marketplace with a physical showroom environment. Customers can explore curated furniture selections in person while accessing extended inventory through Taobao’s online ecosystem.

The relocation signals confidence in Hong Kong’s home and lifestyle retail segment, particularly in districts with strong local and tourist traffic.

Introducing the “More Than Home” Concept

The Fashion Walk flagship will debut PapaHome’s new “More Than Home” concept. This direction builds on its showroom approach while expanding into lifestyle territory.

In addition to a broader assortment of furniture and home décor, the new store will include:

• A dedicated home aesthetics showroom
• Custom furniture solutions
• Interior design consultation
• Renovation services

The retail model follows an “experience first, buy later” structure, allowing customers to test products in situ before making purchase decisions. The emphasis is on immersion, functionality, and personalised design.

Lifestyle Integration: Cafe, Wellness, and Community

PapaHome’s expansion extends beyond furniture.

The Causeway Bay flagship will introduce PapaCafe, providing an in‑store dining option designed to encourage longer dwell times. Dedicated sections for beauty, wellness, floristry, and curated lifestyle accessories are also planned, broadening the brand’s positioning within the lifestyle category.

Regular workshops and community events will be hosted at the new location. These programmes aim to strengthen engagement and encourage repeat visitation, transforming the store into an active community space rather than a static retail floor.

For Fashion Walk, the addition of PapaHome enhances the precinct’s mix of fashion, dining, and experiential tenants.

Strategic Implications for Causeway Bay

PapaHome’s relocation reinforces several retail trends currently shaping Hong Kong:

1. Large-format experiential stores are gaining traction.
2. OMO retail models continue to evolve beyond fashion into furniture and homeware.
3. Causeway Bay remains a priority district for flagship positioning.
4. Lifestyle diversification within retail spaces is accelerating.

Fashion Walk has increasingly positioned itself as a hybrid shopping destination, combining fashion, dining, and wellness. PapaHome’s expanded footprint aligns with that direction, offering both transactional and experiential value.

A Shift in Hong Kong’s Home & Living Retail Landscape

Hong Kong’s home and furniture retail market has historically been constrained by space limitations and fragmented store formats. PapaHome’s 35,000 sq ft flagship introduces scale, integrated services, and digital connectivity within a single destination.

The relocation also highlights the growing role of mainland Chinese platforms in shaping Hong Kong’s physical retail environment. By leveraging Taobao’s supply chain and data ecosystem, PapaHome brings marketplace breadth into a curated showroom format.

As the October opening approaches, attention will turn to how effectively the new flagship converts experiential traffic into sustained sales performance.

By F.V. for Hollies | July 2026
Picture from Press Release
Source:
Lifestyle Asia
‍Inside Retail Asia
‍TimeOut

For Brands Considering Hong Kong Retail Expansion

If you are a furniture retailer, lifestyle brand, OMO operator, or digital‑native platform exploring physical retail in Hong Kong, Causeway Bay continues to present compelling opportunities.

At Hollies Properties, we advise brands on:

• Flagship positioning in core districts
• Large‑format retail spaces
• Experiential retail concepts
• Pop‑up and long‑term leasing strategies

PapaHome’s move demonstrates the continued viability of bold, space‑driven retail strategies in Hong Kong’s prime corridors.

📩 Contact Hollies Properties to explore available retail opportunities.