Retail in Asia


Bluebell Group launches Australia operations

Bluebell Group, Asia’s leading omni-channel brand operator and distributor, has announced its official entry into the Australian market with key brand partners such as Gentle Monster and Pinko. Today, the group operates in ten markets across Asia Pacific, affirming its position as the largest retail distributor and network in the region.

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The closing of 2022 was a full sprint for Bluebell Australia with the opening of Italian contemporary fashion brand, Pinko, in Sydney’s Westfield mall in November; followed by the opening of the first store in the Southern hemisphere for Korean eyewear brand, Gentle Monster, at Sydney airport in December.

With a strong team on the ground and the group’s expertise and focus on retail excellence, Bluebell Australia has larger plans in store for 2023. The team will be expanding its current in-market brand partners’ presence to more locations in the country, and will also be launching other brand partners which the group already works with, within the APAC region, in the Australian market.

Nelly Ngadiman, Managing Director, Bluebell South East Asia & Australia  said: “Opening the Australian market is a milestone for us, completing our Asia Pacific footprint from Japan all the way down to the Southern hemisphere. I am so pleased that our entrepreneurial spirit and our focus on retail excellence has paid off and is being recognized by our brand partners, who have given us their trust to expand their footprints into this new market. We look forward to bringing Australian consumers more exciting new lifestyle concepts in the coming years.”

Gentle Monster opened its first travel retail store in the Southern Hemisphere at Sydney airport in partnership with the Bluebell Group on November 25. Located in T1 International terminal, the store offers Australian fans the excitement of seeing the latest launches, special collaborations, and opportunities to experience the brand’s vision.

Brand identity rooted in innovation and artistry the store exhibits Gentle Monster’s pursuit of the unexpected creating an emotional provocation. The ‘Giant Head’, located in the centre of the store, is a large kinetic installation that allows viewers to experience mysterious emotions through its indecipherable facial expressions which seem to penetrate the essence of the viewer.

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Pinko opened its store at Westfield Sydney Australia in partnership with the Bluebell Group on November 4. With creativity, elegance, style and quality rooted in the Italian brand identity, the store offers Australian customers a creative space to explore and express themselves freely, inspiring customers to be bold and play with their images.

Retail in Asia is part of the Bluebell Group