Prince Joachim of Denmark in the forest where his own-brand Christmas trees are grown for the Hong Kong market

Prince Joachim of Denmark is using Hong Kong as a platform for building his own brand of Christmas trees to sell to the Asian market.

This is the fourth season the Prince has imported his Denmark-grown Royal Fir trees to Hong Kong, and business is growing every year.  From his Hong Kong base, the Prince plans to launch into the Chinese mainland market and elsewhere in the region.

The Prince set up his company Abies Danica Limited, which also sells wine, in conjunction with a Hong Kong partner, Thomas Andersen. Having a Hong Kong partner "on the ground" takes the worry out of investing from overseas, according to the Prince.

Having lived in Hong Kong for almost a year during 1993-94, the Prince recognised the business opportunities here and the potential to build a brand.

"I realised that Hong Kong is an easy place to do business, and a gateway to further markets," he said.

"First and foremost, Hong Kong is encouraging of new businesses and does a lot to enable the free flow of trade. Secondly, I knew that as my Hong Kong partner ran an import-export business already, this would ensure a much better entry point to Hong Kong rather than shopping around for a third party to do business with.

"With a local partner to take care of the day-to-day issues, being 10,000 km away does not hamper operations. As with all trans-border business and trade, it is imperative to have a local partner who knows and operates in the local market - particularly if your goods are seasonal and perishable, and of course, high value."

Hong Kong's multicultural environment with its blend of cultures and sophisticated Western influences proved an ideal market for the Royal Fir brand of Nordmann fir trees, which are sold under the royal insignia. Sales are steadily improving each year for the trees that are grown to strict Danish environmental laws on arable farmland, produced in harmony with nature to preserve the land and its wildlife.

The goal of Abies Danica Ltd is ultimately to sell its products throughout the region, with China being the single-most important market and Hong Kong as the platform, Prince Joachim added.

"We are always on the lookout for products, markets, customers and partners in the greater region - anywhere in the world, in fact."

Related links:
Royal Fir www.royalfir.com