Fendi’s Asia Push Begins with Hong Kong Store Makeover

on October 29 2014 | in Fashion Store Openings | by | with No Comments

china luxury, fashion

Italian fashion house Fendi has reopened its newly renovated boutique in Hong Kong as part of a larger Asian expansion plan in the works for the brand.

Designed by Gwenael Nicolas, a French architect based in Tokyo, the newly redone three-story store is located in the Landmark mall in Central. Richly decorated with bronze, stone, travertine, and leather, the store is “the first of its kind in Asia,” according to Women’s Wear Daily.

china luxury, fashion
Opening the store in Hong Kong was a strategic decision, according to Silvia Venturini Fendi, the brand’s creative director of accessories, men’s wear and children’s wear.

“Hong Kong is very important for us,” Venturini Fendi said on a visit to the city last week for the store’s reopening. “It’s a city that loves Fendi. There’s a big market here and it’s growing.”

Pietro Beccari, Fendi’s chairman and chief executive officer, spoke more explicitly about the store’s significance.

“To be honest with you, this store is number-one for fur [sales] worldwide,” Beccari said. “You wouldn’t expect it as winter is not very rigid here, but the Hong Kongese travel a lot and they have a very particular refined taste.”

Furthermore, the menswear category has done so well for Fendi that the brand has devoted a separate floor in the store for menswear.

china luxury, fashion
Fendi has its eye on not only Hong Kong, but also on the entire greater China region. Along with the Japanese and Americans, Chinese buyers are one of the top-three worldwide clientele for the brand. The Hong Kong boutique is one of several openings and re-openings of Fendi stores in the next several months. Fendi will open a store next month in Beijing’s Shin Kong Place and the brand will reopen its Shanghai Plaza 66 store the following month.

“We decided to concentrate on getting stronger where we already are, so we are looking at renovation rather than relocation,” explained Beccari.

Beccari is confident that the recent political turbulence in Hong Kong will not affect the store’s long-term performance.

“The movement here is, of course, hitting the business a little, but it’s already picking up quite well after the first heavy week,” he said. “Now we see traffic increasing.”


image credit: fendi, gareth jones photography/wwd

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