Qeelin, a Hong Kong-based high fashion jewelry brand, has plans to double their mainland locations in China in just two years. The brand, which was bought by Kering in December 2012, will be debuting its first high-jewelry collection on June 30.
Guillaume Brochard, the cofounder and CEO of Qeelin disclosed to Women’s Wear Daily that Kering’s acquisition of the brand has proven very beneficial for both partners. “Joining Kering has allowed us to go further and faster, namely in the development of the collections,” he said.
Brochard plans to use the momentum created by the merger to open up new stores. “We think we can at least double the number of stores in China in the next 24 months,” he said.
Since merging with Kering, Qeelin has already opened 8 new stores (for a total of 21 locations). They currently have twelve boutiques in mainland China, seven in Hong Kong, one in Paris, and one mini-shop inside of a Selfridges in London.
Qeelin plans to open new locations in the Middle East, Japan, Russia and the Ukraine as well. Brochard said that the company will be moving forward in a number of stages and eventually adding online sales to the mix.
For now, the brand’s focus is on their new 35-piece collection. The line features a number of traditional Chinese designs and symbols including pandas and lotus flowers. Qeelin lines also customarily feature white and rose gold, platinum, diamonds, sapphires, rubies and jade. Prices for items in the new collection are currently between $67,700 to $677,000.
While the company only employs around 100 people at present, Kering chairman and CEO François-Henri Pinault says that he sees a bright future ahead. Qeelin already has big name stars like Maggie Chung, Katy Perry, Marc Jacobs and Salma Hayek in their corner which is no small feat.
Following a savvy step-by-step business approach, Qeelin, which has already boasted double-digit sales growth this year, is being smart about expansion. CEO Brochard clarified that, “The idea is not to open stores at a frenetic pace and to flood the world, but to achieve a certain visibility in our core markets such as China, Hong Kong and shortly Macau and Taiwan.”
image credit: qeelin