Japan’s Lixil Group launches on JD.com

Japanese housing equipment company Lixil Group has launched a flagship store on JD.

The digital flagship marks the Tokyo-based company’s first foray online, where it will showcase a curated collection of 150 products from four of its brands: Grohe, American Standard, Lixil Kitchen, and Inax. The products range from ceramic bathroom items and bathroom cabinets to shower fittings and one-stop kitchen fit out solutions, all aimed at Chinese consumers.

In a statement, JD said demand among Chinese consumers for high-quality home products had increased during the coronavirus pandemic as people spent more time at home.

China’s home-decoration market is expected to reach RMB 3.2 trillion (US$454.3 billion) by 2023, and Chinese consumer demand for high-end home decoration products is on the rise.

Besides showcasing products, Lixil has professional designs on call to provide shoppers with free design consultations for JD customers.

“The cooperation with Lixil Group significantly enhances JD’s offering for mid to high-end smart kitchen and bathroom products,” said a JD spokesperson.

“The partnership is also beneficial to JD’s home decoration supply chain, providing one-stop solutions for its customers. Lixil Group will provide an overall solution that can better meet the complex needs of high-end customers.”

The new flagship is expected to be just the first step in a growing relationship between the two companies, which are now in the early stages of planning omnichannel solutions through offline stores and other digital initiatives.