French leather goods maker Moynat will test the Chinese market by opening three micro-galleries in Greater China next year.
Revived by LVMH in 2011, the French company, which is celebrating its 165th anniversary, plans to move further upscale as it expands internationally according to Women’s Wear Daily.
The planned galleries in China will each be smaller than 400 square feet and will showcase a select collection of the company’s most expensive items, including a mini crocodile Réjane handbag with a diamond-pavéd clasp with a selling price of $124, 300. The company’s full collections will only be available at their original Paris boutique and London flagship for the time being.
The first gallery will open in Hong Kong’s Landmark mall on January 8th, followed in February by one in Harbour City and another in Macau in April.
“It’s a way to make a first step into a new territory that is more than a pop-up for a few months,” Moynat chief executive officer Guillaume Davin said. “They’re small, but we try to tell the story about the history and our savoir faire,” he added.
Moynat’s business nearly doubled in 2014 due to the opening of the London flagship store and several international pop-up stores in locations including Dover Street Market in New York City, Boon the Shop in Seoul, and Isetan in Tokyo.
In fact, Asian tourist spending at the company’s stores in London and Paris was the impetus for expanding into China. There, Asian tourists accounted for 60 percent of business with those from China making up 25 percent of that figure.
Company artistic director Ramesh Nair has incorporated only the finest leathers into the company’s new collections, including box calfskin, Barenia calfskin from France, and taurillon nubuck, in order to move further upmarket.
Since the company’s rebirth, Nair has introduced handbags, briefcases, totes, and small leather goods inspired by its automotive trunk-making history. The company is also expanding its men’s products with the introduction of portfolios, satchels, and large totes, which are vital for the Asian markets.
In recent months, the company has also participated in high-profile collaborations with Pharrell Williams to create marquetry pouches and Chaumet to create a bespoke trunk to house the LVMH-owned jeweler’s new necklace.
image source: moynat