British frozen food retailer Iceland has entered China with something markedly different to your typical supermarket! Iceland’s first Asia-Pacific location, opened in May in Beijing’s Mentougou district, is called Iceland Lab. The “lab” label is deliberate, it’s part retail outlet, part live-streaming base, part brand showcase. The store’s location, far from prime shopping districts, breaks traditional supermarket logic. But that’s by design: the physical space exists primarily to create content for online sales, not to chase walk-in revenue. Intrigued?! Read more here Breaking the mold: Iceland Lab is rewriting China’s supermarket script – China Skinny
