Bathfeel Opens a Hutong Store and Turns the Bathroom Into a Brand Medium

**Source:** Qingyan (青眼) · **Date:** 2026-10-19 · **Category:** Retail / Brand *原文：国货高端身体护理TOP品牌，华北首店开进胡同里* Bathfeel (浴见), a Chinese premium body-care brand, opened its fifth physical store and its first in North China on October 15, in a courtyard building on Xixinglong Street in Beijing's Qianmen hutong district. Named The Writer's Bathroom, it follows a one-store-one-concept rule the brand has kept since its Shanghai debut in November 2025: Changsha's Late-Night Bathroom, Wuxi's Easy Bathroom, Nanjing's Blank Bathroom. Bathfeel started in 2015 with a ¥200 boar-bristle bath brush and now claims the top position in domestic bath oils, with founder Li Li describing the value split as 50% function, 35% emotion and 15% culture. The Beijing store adds a city-exclusive scent, Ink Wintergreen, mixing ink and cedar, together with a live podcast recording and a brand magazine. The strategy converts a low-frequency, low-consideration category into a destination purchase by borrowing foot traffic from a gentrified hutong street instead of a shopping mall, and by using scent and content rather than discounting as the reason to walk in. Detail --- Bathfeel Beijing, Xixinglong Street October 1

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