Seeing a rise in Asian clients at its stores, Elie Saab is now investing in freestanding shops in China.
“We’re starting to see a lot of Asian customers in our existing boutiques, whether in Paris or in London or even in Dubai, and we feel that the brand has had enough exposure for the consumer to start recognizing it,” Elie Saab managing director Chucri Cavalcanti told WWD.
Although the label is already in multi-brand stores in Taiwan, Singapore and China, the company is ready for a bigger brand presence in Asia.
Elie Saab’s Asia venture will begin with a Hong Kong store followed by stores in Beijing and Shanghai by early 2013.
“We think that Hong Kong could be our starting base in Asia from which we can get into mainland China and into other countries in Asia, like Korea, like Taiwan, like Singapore, in a much easier way once the brand is well established in Hong Kong, which is a very cosmopolitan, international market,” said Cavalcanti.
Store location is strategic and Elie Saab has chosen Landmark Mall in Central district for its first Hong Kong store which is set to open during the third week of January 2012. The Hong Kong store will carry ready-to-wear dresses, evening gowns, shoes, bags, and other accessories from the latest collections as well as the brand’s first fragrance, ELIE SAAB Le Parfum.
The decor of the Hong Kong store will be similar to its other four stores — Beirut, Paris, Dubai and a shop-in-shop in London department store Harrods — a fusion of simplicity, luxury, and modernism.
The company plans to add eight to 10 stores by the end of next year in the United States, Latin America, Turkey, Saudi Arabia and Russia.
photo credit: elie saab