What: Harrods opens a very exclusive club in China for its top wealthy customers.

Why it is important: Harrods is going further than luxury brands who already opened such clubs in China. It is all about bringing a very exclusive experience to the top 1%.

Harrods has launched an exclusive private members’ club in Shanghai for 250 affluent individuals. This club offers unique access to Gordon Ramsay's first restaurant in China, a bar with rare Scotch whiskies, and Harrods' private jets. With an annual membership fee of 150,000 yuan, the club aims to attract wealthy Chinese customers as Harrods’ traditional customer base shows stagnant spending. Located in Shanghai's historic Cha House, the club also includes a public tea room and bar. The restaurant offers dishes that blend local flavors with British classics, staying true to Ramsay’s culinary style. The club boasts exclusive offerings like the Louis XIII Rare Cask 42.1 cognac. Harrods’ initiative reflects its strategy to provide a unique lifestyle experience to its Chinese clientele, beyond just online shopping. This move comes as Chinese customers form a significant portion of Harrods' sales, with the company experiencing substantial profit and sales growth.

Harrods opens private members’ club in Shanghai costing £16,500 a year