French footwear brand Jonak has entered Asia for the first time, debuting with a Hong Kong store in K11 Musea, Tsim Sha Tsui.
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The move marks a significant leap for the brand, which has captivated fashion lovers across Europe with its quintessential Parisian styles.
Founded in 1964 by Marcel and Josette Nakam in Paris, Jonak’s roots in superior craftsmanship, timeless elegance, and accessible luxury garnered a loyal following over the decades.
Under the stewardship of Joseph Nakam, Jonak’s growth trajectory soared, now with over 100 points of sale mostly concentrated in European cities.
The brand’s Hong Kong foray, in partnership with Rue Madame Fashion Group (RMFG), signifies a strategic move to tap into the Asian market.
Third-generation entrepreneurs Lisa and Marcel Nakam expressed enthusiasm about the brand’s expansion into Hong Kong, citing the city’s status as a burgeoning fashion hub and gateway to Asia.
The new Jonak store at K11 Musea mirrors the brand’s Parisian heritage, offering a welcoming environment crafted with oak wood, metal accents, and natural stone. The interior ambiance, accentuated by greenery, photographs, and books, aims to evoke a sense of Parisian lifestyle and create a personalised shopping experience for customers.
Retail in Asia spoke to Lisa and Marcel Nakam on their decision to bring Jonak to Asia.
Retail in Asia: Tell us about Jonak’s evolution through the years.
Lisa and Marcel Nakam: Jonak was founded in 1964 in Saint-Germain-des-Prés. Initially a multi-brand boutique selling various shoe brands, the company began to stand out and expand in the 1990s by designing its own models. This marked the beginning of significant growth in Paris, starting with department stores and then opening several stores in strategic locations across the French capital.
Gradually, the network expanded to other French cities, reaching more than 80 point of sales in France today. Since 2022, Jonak has begun its international expansion, with its e-shop gaining increasing traction abroad, and physical stores opening in Belgium, Netherlands and Morocco. In 2024, the brand expands to Hong Kong, and more openings to follow.
Retail in Asia: What are some qualities of Jonak that you believe will resonate with the Asian consumer?
Lisa and Marcel Nakam: Asia is an important and fast growing market. Hong Kong serves as an excellent gateway to Asia due to its cosmopolitan nature.
Jonak is an urban brand, with its core target audience being young city-dwelling women aged between 25 and 45 who love fashion and trends. Hong Kong is a dynamic city with a fashion and artistic scene that is thriving, making it a highly logical choice for Jonak expansion.
Retail in Asia: How do you plan to build your presence in Hong Kong, and eventually across the rest of Asia?
Lisa and Marcel Nakam: For the past two years, Jonak teams have been working to expand the brand internationally. We are targeting strategic locations in cosmopolitan capitals.
Jonak’s strategy is to open flagship stores where customers can truly experience the brand. After just a few weeks since the opening, Hong Kong has proven to be a successful bet, both in terms of location and retail experience, which has met our expectations.
K11 Musea is a highly renowned shopping centre, home to many premium brands, including a significant number of French labels. It is also a hub of creativity, with a strong emphasis on design and art—concepts that are particularly important to Jonak, as the brand has always maintained a close relationship with the art world.
Retail in Asia: Tell us about key features of the first Jonak store at K11 Musea.
Lisa and Marcel Nakam: What was most important to us was ensuring that the concept remained the same as in France, that the Jonak experience would be as true as possible, and that the customers felt good in the store.
Our boutique concept was designed by Mika Violetta. It is thoroughly modern, blending timelessness, innovation, and comfort through the designer’s vision.
The concept is brought to life with a thoughtful selection of noble and natural materials, lighting, seating, and display furniture. Each creation is a unique piece, both simple and sophisticated, in perfect harmony with the brand’s DNA. The materials—oak wood, metal structures, and composite stone finishes—were all chosen to highlight and enhance the shoes.
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To maintain a close connection with its customers, Jonak continues to focus on innovation. Our flagships resemble Parisian apartments, offering a warm shopping experience with plants, art frames, and art books complementing the digital kiosks that showcase Jonak latest updates. In short, everything comes together to create a welcoming atmosphere, breaking away from the impersonal feel of ordinary stores.