Top Italian lingerie brand sets up flagship store (hktdc.com)

Top Italian lingerie and beachwear brand, La Perla, launched its first Hong Kong flagship store in the Pacific Place shopping mall in the framework of an agreement with leading department store Lane Crawford.

The President of the Gruppo La Perla, Alberto Masotti, said that the company is very excited about the flagship store opening. "Hong Kong is a fashion capital and a trend setter for the whole region. The opening of our new La Perla Boutique in Pacific Place will be a perfect chance for our brands to show off their creativity and to express their special blend of tradition and innovation."

"I am sure that La Perla's style will appeal to the most sophisticated customers in Hong Kong, from the discerning local consumers to the globe-trotting business people and tourists," Mr. Masotti added.

He added that, in view of the strategic role Asia plays in La Perla's global expansion plans, the Group has also set up a special office in the headquarters to develop business initiatives in Asia. It will be headed by the brand's Chief Representative for Asia, Andrea Bonardi. La Perla will actively explore opportunities to further expand in Hong Kong in 2007.

The Associate Director-General of Investment Promotion at Invest Hong Kong, Simon Galpin, said: "La Perla's investment reinforces Hong Kong's reputation as the capital of style and fashion in Asia. Consumers here are very fashion conscious and receptive to new brands and products. We look forward to seeing La Perla and other leading retailers continue to build brand awareness in the region through Hong Kong."

Gruppo La Perla is one of the leading international lingerie and beachwear groups, with 2,000 employees globally. Since its establishment in 1954, the Gruppo La Perla has directed its production towards various market sectors including lingerie, beachwear and nightwear. The company has created a chain of exclusive boutiques in the main fashion capitals of 30 countries.