NEVERLAB Standard Stores

Concept & Positioning

The NEVERLAB Standard Store is our core retail format—the definitive brand experience that balances full product assortment with operational efficiency. It represents the perfect equilibrium between our creative vision and commercial sustainability, serving as the foundation of our global retail network.

Key Characteristics

1. Complete Brand Experience

• Size: 150-300 square meters

• Product Range: Full assortment across all categories

• Experience Zones: Multiple dedicated areas for different product types and interactions

• Brand Storytelling: Complete narrative immersion from entrance to checkout

2. Balanced Operations

• Optimized staffing model (typically 4-6 employees per shift)

• Efficient inventory management with real-time tracking

• Standardized operating procedures with regional adaptations

• Balanced focus on sales, service, and experience

3. Scalable Design

• Repeatable layout that maintains brand consistency

• Flexible fixtures for seasonal transformations

• Efficient customer flow maximizing both browsing and conversion

• Cost-effective build-out with premium finishes at key touchpoints

The Customer Journey

Entry & Discovery (First 5 minutes)

• Welcoming entrance with seasonal visual theme

• New arrivals and featured collections immediately visible

• Ambient scent and music setting the brand mood

• Clear navigation to different zones

Exploration Zone (10-15 minutes)

• Plush & Toys Area: Low tables, comfortable seating, “hug test” stations

• Fragrance World: Scent testing bars, educational displays about notes and benefits

• Home & Living: Room-setting displays showing product applications

• Fashion & Accessories: Mirror walls, styling suggestions, try-on areas

• Seasonal Spotlight: Rotating themed collection with special displays

Interaction Points

• Personalization Station: Embroidery, engraving, or custom assembly

• Digital Kiosks: Product information, inventory checks, wishlist creation

• Community Wall: Customer photos, local event notices, artist features

• Kids Corner: Safe play area for younger visitors

Checkout & Beyond

• Multiple checkout options (counter, mobile, self-service)

• Gift wrapping with premium materials

• Membership sign-up with immediate benefits

• Clear returns and exchange policy display

Operational Model

For NEVERLAB:

• Reliable Revenue Stream: Predictable performance model

• Brand Consistency: Controlled customer experience

• Operational Data: Rich insights from balanced traffic patterns

• Training Ground: Develops staff for potential promotion to flagship roles

For Franchise Partners:

• Proven Business Model: Established operational systems

• Moderate Investment: Between cute stores and flagships

• Regional Protection: Typically 3-5 km exclusivity

• Comprehensive Support: Full training, marketing, and operational guidance

• Profitability Timeline: Typically 12-18 months to breakeven

For Customers:

• Complete Selection: One-stop destination for all NEVERLAB products

• Consistent Quality: Same experience across locations

• Convenient Locations: Often in accessible shopping centers

• Reliable Service: Trained staff and established procedures

Design Philosophy

“Consistent Yet Unique”

• Standardized core elements (lighting, flooring, fixtures)

• Localized decorative touches reflecting community character

• Flexible feature walls for seasonal or local artist collaborations

• Universal accessibility and comfort considerations

Efficiency Through Design

• Strategic placement of high-margin impulse items

• Clear sightlines for staff supervision and customer assistance

• Efficient stockroom access minimizing disruption

• Multi-functional spaces (display by day, event space by evening)

Typical Specifications

Location Requirements

• Type: Shopping malls (B+ locations), high-street retail corridors, mixed-use developments

• Foot Traffic: 8,000+ daily visitors in surrounding area

• Visibility: Storefront width minimum 8 meters

• Lease Term: 3-5 years standard

• Adjacencies: Compatible with lifestyle, fashion, or family-oriented retailers

Financial Profile

• Investment Range: ¥1-2 million RMB (including inventory)

• Average Sales: ¥80,000-150,000 RMB monthly

• Gross Margin: 48-55%

• Staffing: 8-12 full and part-time employees

• Key Metrics:

  • Sales per square foot: Target ¥8,000+ monthly

  • Conversion rate: 25-35%

  • Average transaction value: ¥280-350 RMB

  • Customer retention: 45% repeat within 6 months

Technology Integration

• POS System: Integrated inventory, CRM, and analytics

• Digital Signage: Dynamic product information and promotions

• Wi-Fi Analytics: Customer movement and dwell time tracking

• Mobile Integration: App features in-store (scan to learn, mobile checkout)

Success Story Example

“NEVERLAB Nanjing Deji Plaza”

• Location: Prime position in major shopping mall

• Size: 220 square meters

• Opening: March 2024

• Performance Highlights:

  • First month sales: ¥1.28 million RMB

  • Customer count: 25,000+ in first month

  • Membership sign-ups: 3,200 in first 30 days

  • Social media mentions: 5,000+ with #NEVERLABNanjing

• Special Features:

  • Local artist collaboration wall featuring Nanjing landmarks

  • Monthly “Scent Discovery” workshops

  • Partnership with adjacent cinema for co-promotions

• Results:

  • Breakeven achieved in 9 months

  • Consistently ranks in mall’s top 10 retailers

  • 2025 expansion to second Nanjing location approved

Strategic Role in Network

Market Penetration

• Primary vehicle for entering new cities

• Establishes brand credibility in new markets

• Provides base for potential flagship expansion

Operational Benchmark

• Sets standards for all store operations

• Develops best practices shared across network

• Tests new systems before wider rollout

Community Anchor

• Often becomes local destination beyond just shopping

• Hosts regular events drawing repeat visits

• Builds relationship with surrounding businesses

• Contributes to neighborhood revitalization

Talent Development

• Training ground for future store managers

• Develops operational expertise

• Identifies high-potential staff for advancement

Evolution & Adaptation

Ongoing Improvements

• Quarterly layout optimizations based on heat map data

• Seasonal merchandising refreshes

• Technology upgrades as new systems become available

• Staff training enhancements

Local Adaptation Framework

• 70% Standard: Core brand elements non-negotiable

• 20% Regional: Adaptations for climate, culture, or local preferences

• 10% Hyper-local: Community-specific collaborations or features