Retail and brand consultancy FITCH continues to be the brand guardian for allgood, a premium lifestyle supermarket in China.
As an active player in the Guangdong region, Dong Guan TianHe Trade, a conventional department store retailer, approached FITCH in 2011 to conceptualise their first standalone supermarket brand. FITCH created the brand and the shopping experience at their first location in Dongguan.
FITCH partnered with allgood once again to evolve the design for their second location in Vanke City Plaza mall, a premium development in Dongguan. Apart from adapting the previous scheme FITCH developed new experiences in some of the key categories of fruit and vegetables, bakery, deli, wine, and even candy to bring advanced consumer and service engagements in these categories. The new store opened its doors to the public on 28th May 2016.
Wu Zhiliang, Executive Director of Dong Guan TianHe Trade, commented on the launch of the new store concept, “Established since 1997, Dong Guan TianHe Trade has always focused on our retail business. For the past 19 years of development, we believe in innovation, and are keen to try new things. With the launch of our premium lifestyle supermarket brand ‘allgood’ in 2012, we partnered with FITCH once again in 2016, and around the business proposition of ‘fresh, healthy and safe’, we injected new and interesting elements into allgood’s new location at Dongguan Vanke City mall. From the use of colour in the visual identity system and merchandising, to creating a premium look-and-feel, particularly in the aspect of custom materials to strike a balance between brand image and functionality, and introducing industry-leading fixtures and lighting systems… besides, new interactions such as the World of Taste display, Kids and candies discovery zone, open café, and the workshop tasting space in the Wine section all contribute to a unique shopping experience!”
Kristian Jones, Design Director at FITCH Singapore said, “FITCH is very passionate to be working with a brand who is a strong believer of providing affordable, quality and fresh food. We wanted a relevant, interactive and engaging experiences to develop a community engagement between allgood’s customers and staff. We hope that everyone will be inspired to get fresh and eat well through this new allgood experience.”