Retail in Asia


Gentle Monster debuts in Australia

Iconic Korean eyewear brand Gentle Monster has entered the Australian domestic market in partnership with Bluebell Group, following the successful launch of the brand’s first travel retail airside space in the Southern Hemisphere at Sydney airport in November 2022.

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Building on the brand’s momentum, Gentle Monster’s latest venture in Sydney has opened on the ground floor of David Jones Elizabeth Street.

Source: Gentle Monster

As visitors step into the space, they are greeted by the kinetic art installation known as the ‘Giant Head.’ This artwork, which has enthralled travellers at Sydney International Airport, features an enigmatic display of facial expressions that evoke a sense of mystery and penetrate the essence of the viewer.

Nelly Ngadiman, managing director, Bluebell South East Asia & Australia, said: “This first opening in Sydney’s domestic market is a significant milestone for both the brand and Bluebell; it is a recognition of a close and successful partnership. I am honoured for the trust that Gentle Monster has placed in our teams, and to be part of the process of the exciting future for the brand in Australia. The brand’s uniqueness and disruptive nature in the fashion eyewear category enhances our teams’ commitment to retail excellence even further.

Source: Gentle Monster

Working in close collaboration with Gentle Monster, the Bluebell Group assumes responsibility for overseeing all operations, executing effective marketing initiatives, and shaping the brand’s future development in the Australian market. As part of their expansion plans, a flagship store is set to open in July 2024, solidifying Gentle Monster’s presence and further enhancing its brand visibility in Australia.

Retail in Asia is part of the Bluebell Group.