JD.com has opened its first 101HOME store in Shanghai, a new physical retail concept that seeks to combine inspiration, experimentation, and shopping in a single space.

Located in the Jing'an district, the store occupies approximately 12 square meters spread over four floors and was designed to cater to consumers of different ages, lifestyles, and family structures.

The concept brings together furniture, decoration, home solutions, smart technology, fashion, renovation services, restoration, and cultural experiences.

More than 15 products

101HOME brings together more than a thousand home and lifestyle brands and offers more than 15 products. Among these are more than two thousand exclusive items and more than a thousand new products.

Over 30 international brands are making their debut in the Chinese market through this platform, while more than 150 national and international brands are joining the JD.com ecosystem for the first time.

The portfolio includes names such as Vitra, Herman Miller, Gervasoni, Flos, Artemide, Fritz Hansen, ferm LIVING and GUBI, as well as Chinese brands like U+ and FNJI.

33 model homes for different lifestyles

One of the central elements of the concept are the 33 "Dream Homes," complete environments developed for different family situations, lifestyles, and preferences.

The spaces were created by international and Chinese designers and allow consumers to visualize furniture, lighting, and decor in an integrated way before purchasing. The store features, among others, environments designed by British designer Kelly Hoppen and Japanese designers Shuhei Aoyama and Takashi Honma.

Physical purchase linked to the digital ecosystem

101HOME continues the online store launched by JD.com in May 2025 and integrates the physical experience with the company's retail and logistics model.

Consumers can view products in-store and scan them to make a purchase directly, while the 101HOME CARE service allows Dream Homes designs to be adapted to individual homes.

JD.com's logistics infrastructure subsequently supports delivery, installation, and after-sales service.

The concept is also available digitally through a mini-program on WeChat and the JD.com app.

AI and robotics are entering the store experience.

Technology plays a central role in the new store. Through JD.com's JoyAI and JoyInside solutions, the space showcases smart home applications in areas such as entryways, kitchens, bathrooms, sleep, and health management.

The store also offers dozens of robotics products, allowing visitors to experiment with solutions designed to integrate technology into everyday life.

Retail blends shopping, dining, and culture.

101HOME aims to go beyond the traditional furniture and decoration store model. The space integrates cafes, ice cream parlors, a bookstore, restaurants, and art, transforming the visit into a lifestyle and leisure experience.

Among the concepts present are the Japanese café here, ICE BOUQUET, JUANZONG Books, DEVINE'R NYC, and the Franco-Japanese bistro Foyer de Lumiere.

The gastronomic component also includes a selection of over 300 Burgundy wines, of which more than 100 can be enjoyed by the glass.