Taoyuan Yuanbai Department Store’s Largest Renovation in Five Years to Target Family Customers

To attract a more diverse range of customers, Taoyuan Yuanbai Department Store underwent its largest renovation in five years just before the new year, revamping 1,000 ping of space across multiple floors. The update introduced several new brand counters to appeal to family and kid customers, while also enhancing the variety and quality of sports brands. Among the additions is an exclusive “Game Love Land” in Taoyuan, as well as the return of Eslite Bookstore to the Taoyuan city area after a one-year absence. Eslite has also introduced Taiwan’s first-ever “Children’s Reading Castle” concept to target families, with the new offerings set to open on the 27th.

Taoyuan Yuanbai Department Store carried out extensive renovations just before the year-end, focusing on floors 5 to 8, which house children’s apparel and sportswear sections, covering a total of 1,000 ping. Floors 6 and 8 were fully renovated. In addition to upgrading existing stores, the mall introduced new counters such as Game Love Land, Eslite Bookstore, FILA, and Reebok. Key brands in the sportswear section, including NIKE and Adidas, have expanded into flagship stores twice the size of their previous locations. K-swiss and Levi’s have been upgraded to new-concept stores, with interiors even trendier than most in Taipei’s metropolitan area.

Taoyuan Yuanbai stated that in response to changing family consumption habits, it has enhanced spaces designed for parent-child leisure. Aside from introducing Japan’s popular “Game Love Land,” Rieker International has also expanded its counter to offer a wider selection of toys. The floor has also added crane game and interactive machine zones.

Additionally, Eslite Bookstore, which integrates online and offline services, will officially open on the 27th. Eslite currently operates five branches in the Greater Taoyuan area, including the Guanqian A8 branch in Gueishan. This location marks its return to the Taoyuan city center after a one-year hiatus. To target family customers, the store has created Taiwan’s first interactive “Children’s Reading Castle” concept, spanning about 100 ping. It will also launch a grand opening discount of 21% off (79% of original price) on all in-store products. Customers can purchase all items available at the online bookstore at the physical location, and with the support of Eslite’s million-plus iReading members, consumer spending is expected to multiply. The move is projected to significantly boost overall department store performance.