Over fifteen years ago, a small multi-brand retailer focusing on just 15 high quality brands opened on Hong Kong’s Causeway Bay. Now a new store, double the size at 2,000 square feet, has opened in trendy Sanlitun Village shopping complex.
“I need to watch a brand for a period of time to see the consistency of it,” says director Eddie Tso, who is focused on offering only the finest quality designs and materials to his customers. Both stores stock primarily Japanese brands, like Viridi-Anne, Individual Sentiments, and Siva, but Western brands like Lost & Found, Obscur, and InAisce have also made the cut. “I would rather stay small,” Tso said, “I’m not aiming for the whole market.” Tso does not want to carry more than 20 designers.
During high school, Tso developed keen interests in Gothic fashion and music, which is what originally led him to the 798 arts district in Beijing. While befriending artists, he came to realize the market potential of a store like Medium Rare. “They said that even though a lot of them don’t care about their image, if they had the choice, they would rather buy stuff like this,” he said. Medium Rare customers, he notes, are not as interested in big brand names as in the high production values.
Eventually, Tso would like to open up three more locations in China, though he has not decided on their locations yet. While Medium Rare has yet to stock a Chinese brand, he is open to the possibility down the line.
photo credit: medium rare