Women’s apparel brand Free People is set to open its Chinese in-store shop in Hong Kong.
The 650-square-foot store, located at the city’s Lab Concept Queensway Plaza, represents the brand’s latest expansion into Asia, which began last fall with two store openings in Tokyo. They now have locations across Japan, in Tokyo, Kyoto, Osaka, and Funabashi City, Chiba. The brand also plans to enter the Korean market and simultaneously enlarge their presence in Europe. According to Morgan Tan, vice president of Lab Concept, hopes for Free People’s success in the Chinese market are high.
“Lab Concept will open the first Free People shop to give Hong Kong customers a genuine, full experience of the Free People spirit,” Tan said in an interview with Women’s Wear Daily. “With its strong core values, we think Free People will have a devoted, ever-growing following in Hong Kong.”
The new store in Hong Kong “will stay true to the Free People aesthetic” and feature hand-quilted curtains and teakwood and sheesham tables for decor. The store also hopes to capture the feel of the outdoors, with twinkle lights hanging from cast-iron branches above, and will carry Free People’s intimates collection and entire clothing line.
David Hayne, Free People’s chief operating officer, says that the brand’s global expansion will be a slow but steady process.
“We believe in measured and sustained growth, and that ultimately, the customer will determine when, where and how many stores we open,” Hayne said. “However, we do recognize our opportunity in Asia is significant, as it is in Europe, and we’re moving to realize this opportunity.”
image credit: free people