Designed as a 40s-inspired boudoir, the first Jimmy Choo store in Hong Kong carries the designer’s full range of shoes and handbags

Hong Kong’s rebounding economy has drawn high-end UK shoe designer Jimmy Choo to open a flagship store in Central.

The first boutique, located in prestigious shopping precinct The Landmark, will soon be followed by more stores as Jimmy Choo leverages Hong Kong to build its brand in the region.

"We will definitely expand the distribution in the coming seasons with another store in a top notch location on Kowloon side, and are actively looking for a suitable store,” said Paul Haouzi, president of Bluebell Greater China, local partner for the Jimmy Choo brand.

“Our location in The Landmark is also a tool for brand building especially for customers from the Chinese mainland and Taiwan, where we expect to open stores in the near future. The analysis of our sales shows that a significant percentage of our customers come from there, which makes us confident of the future of the brand in these markets.”

Sophisticated market

The sophistication of Hong Kong’s consumer market, with its brand-savvy shoppers and presence of other major international brands, were contributing factors, Mr Haouzi said.

"Jimmy Choo has been on the market for several seasons in places like Lane Crawford and On Pedder, and the response from local customers was very good. With the rebound of the economy, we felt that the timing was right to open a proper flagship store in a prominent location. Once this location was secured we immediately took action to have the store open as fast as possible. Recent results are very good and are further proof of the appeal of the brand on this market, both for local and international customers."

The range of stock in the flagship store covers the complete Jimmy Choo collection of shoes, handbags and small leather goods. Shoe categories include evening, bridal and special "boutique only" styles.

Jimmy Choo president and founder Tamara Mellon, in Hong Kong for the opening, described The Landmark as “one of the most luxurious shopping locations in Asia” and the perfect location for a Jimmy Choo store.

Inspired design

Ms Mellon worked closely on the design of the 60 sq. m. store, intending to create a 40s-inspired boudoir that would showcase the shoes and handbag ranges in a feminine, luxurious and intimate surrounding.

“I want it to feel as though you are walking into a lady’s dressing room, a woman’s boudoir,” she said.

The store is arranged as salons with suede covered sofas, satin chairs and Venetian glass-display cabinets in soft lilac and lavender tones. It is designed from floor to ceiling so that every component, from the mirrored vitrines to the chrome and glass door handles, echoes the sensibility of the Jimmy Choo brand.

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