(Yicai Global) June 26 -- Lixil Group, the Japanese manufacturer of building materials and housing equipment, has opened its first full-home model store in Shanghai as part of its Asian expansion strategy.

The new outlet, which has products from different brands under the Tokyo-based firm, is also its first outside Japan, its chief Executive Bijoy Mohan told Yicai Global.

The firm plans to experiment in the eastern Chinese metropolis and apply the results to help it develop in other markets.

The biggest difference between the home decoration solutions of Sweden's IKEA and Lixil's is that IKEA customers already know what they want, whereas Lixil's are looking for ways to fill space in their homes and need help with design and installation, said Mohan, who views the Swedish big box firm's model as standardization, but characterizes his own company's approach as customization.

Editor: Ben Armour