Martin Walters, regional director in Asia for Boots, says Hong Kong is a lucrative market for the UK health and beauty chain

The blue-chip company, which has more than 1,400 stores throughout the UK, is involved in a partnership with Hong Kong's Watsons chain of drug stores. The deal allows for Boots to open "implants", or mini-stores, where shelves are dedicated to Boots' own-brand beauty products.

"We were overwhelmed by how positive the response has been," says Martin Walters, the Boots regional director for Asia.

"Hong Kong is a great market. It is an incredible place, so energetic and so alive. You see the streets paved with customers who want to get involved. You go to Festival Walk shopping mall and are inspired by the consumer market there."

Festival Walk, in Kowloon Tong, is one of six stores which Boots opened recently in Hong Kong. Other key outlets include the Entertainment Building in Central, where customers have been thronging around the merchandise, and the Capital Centre in Causeway Bay.

Boots has brought to Hong Kong consumers a selection of high-end beauty care items from its flagship lines, backed by a launch promotional budget of HK$10 million (US$1.3 million).

"Hong Kong women have a tremendous appetite for what's new,'" Mr Waters said. "We have a collection of brands which are accessible and affordable, from HK$15 (US$2) up to $300 (US$39). It is something a little bit indulgent without going crazy."

The first Asian expedition by Boots was to Thailand and, more recently, to Taiwan, where the company now has 41 stores, again in partnership with Watsons. The company is keeping a watching brief on the Chinese mainland but right now, Mr Waters is basking in the success of the Hong Kong launch.

 "Hong Kong is a brilliant place to work. The people have a can-do mentality that relishes challenges. Their ability to work as a team and get on with it is so different from in Europe."

Related links:
Boots www.boots-plc.com
Watsons www.hutchison-whampoa.com