Shanghai-based lifestyle shop
The Beast has set up its fourth
Beijing shop in Sanlitun’s Taikoo Li,
bringing a dash of youthful Marie
Antoinette elegance to the corporate
The Beast has quickly grown from
a small, curated e-flower business
on social microsite Weibo to an
e-boutique and finally, to bricks-and-mortar
shops across China, offering
a slice of what life could be if you
were a teen queen like Marie.
The story behind The Beast is
unique in itself. A few years back
former television producer Amber
Xiang began offering story-telling
bouquets on Weibo – with a catch.
‘The customers couldn’t see what
the flowers looked like before the
bouquet was sent,’ says Isabelle
Zhuang, The Beast’s chief operating
officer, explaining how customers
could only give details of what they
wanted to say with the flowers and
to whom, and the story would be
translated into a bouquet.
Six months later, the flower shop
had earned 100,000 followers.
Riding the wave of her Weibo fans,
Xiang opened a full e-boutique, The
Beast Shop, which later expanded
offline to shops across China.
The core of The Beast’s business
is still surrounded by flowers, as
is obvious as soon as you enter
the two-storey Sanlitun shop with
its large range of imported fresh
flowers from South Africa and The
Netherlands. But the flowers don’t
come cheap, with prices starting at
600RMB for a simple bouquet.
‘Our shop is not just about
flowers, it’s about “a rosy life”,’
Inside, you’ll find design-focused
homewares from British designer
Tom Dixon, musky candles from
French label Mad et Len, charm
bracelets by Italian brand Dodo,
and house-branded floral-print
silk scarves, pillows and shoes.
Upstairs, there’s a decadent café
where shoppers nibble on pastries
and sip Mariage Frère brews during
the afternoon high tea service
By Amy Chung