Chinese multi-brand beauty retailer HARMAY (話梅) and Shanghai independent designer brand TYAKASHA (塔卡沙) have partnered to open a concept store. The shop, named “TYAKASHA Bread Factory”, is located in the Panlong Tiandi shopping area in Shanghai, an open-air “micro resort” or urban retreat project.
HARMAY is known for its various concept stores from factories to retro offices. As the name indicates, the co-branded store with TYAKASHA is set up like a bakery. With HARMAY’s selected beauty products and TYAKASHA’s exclusive items for the team-up, HARMAY’s first collaboration concept store is a mix of both brands’ DNA. TYAKASHA provides small plushies in the form of bread and pastry, completing the theme of a bakery. It was also sold on shelves built like stalls, with tongs and trays, reminiscent of pop-ups by the British toymaker Jellycat.
Like most collaborations these days, small merch is a must. Co-branded stickers and shopping bags are standard. This time, you can get an exclusive shopping bag by making any purchase at the store, and more free gifts can be won by “checking in” (打卡) and posting on Xiaohongshu (RED). However, there are only 5,000 of them and limited to 500 each day.
TYAKASHA is a word made up by the brand. It is known for its cute illustrations and designs and has been a serial collaborator with partners from New Balance to Peanuts. HARMAY, on the other hand, was one of the hottest beauty retailers during the multi-brand beauty retail boom, known for its warehouse-style experiential spaces. It has been scaling back after a period of aggressive expansion.
The collaboration between the brands is, of course, a fun way of combining retail and immersive experiences, but also a moment of 1 plus 1 being greater than 2. Both HARMAY’s experiential retail space and TYAKASHA’s designer flare have been leaning into the lifestyle space. Charlwin Mao Wenchao, CEO of Xiaohongshu once said that all brands will be lifestyle brands in the future. How the two brands will continue to resonate with their audience after this collaboration, of course, is what matters.
