Italian lighting brand Lodes recently inaugurated its new office in Hong Kong, solidifying its expansion plans throughout the Asia-Pacific region. The move not only marks Lodes’ progress within the area but also represents a notable achievement following the brand’s comprehensive rebranding in 2020.
SEE ALSO: Louis Vuitton’s Hong Kong fashion show debut set to take place at K11 Group’s Victoria Dockside
For its expansion to Hong Kong, Lodes has selected Sheung Wan district, home to art galleries, antique shops, and esteemed architectural practices.
Market research firm Fact.MR predicts that the homeware sector will exceed a market value of USD200 billion by the end of 2031 – and other retail sectors such as fashion have begun to identify the homeware market as a potential avenue for category expansion.
Retail in Asia speaks with Lodes managing director Massimiliano Tosetto on the brand’s strategic approach in the region.
RiA: Please tell us about the decision to open a new office in Hong Kong. Why Hong Kong?
Massimiliano Tosetto: Lodes opened its new office in Hong Kong as part of its plan to grow business across the Asia-Pacific area. Hong Kong is a key city in terms of business and on an international level, with immediate access to the wider Asia-Pacific region. The opening marks an important development in Lodes’ journey within the region.
RiA: Can you share some of your expansion plans in Asia Pacific? Are there specific markets in Asia that you are focusing on in the coming years?
Tosetto: The Asia Pacific region is proving to be a profitable market for Lodes. In the coming years, we will focus specifically on China, Korea, Japan and Australia, through both a physical presence and designer collaborations.
RiA: How do you approach your retail strategy in Asia? And why are you optimistic about the Asia region’s appetite for high-end home products?
Tosetto: We have carefully picked a selection of key partners in Asia, who almost act as brand ambassadors for Lodes in each local market. We prefer to work with fewer partners, yet those with a high-profile and good reputation in terms of quality and service. There is a real appetite for high-end homeware, craft and design in Asia.
RiA: Lodes was relaunched in 2020. What was the impetus for the relaunch – and how has the brand evolved through the years?
Tosetto: Lodes completed a rebrand process in June 2020—on the occasion of its 70th anniversary—which culminated with the unveiling of the new logo and brand identity. Since then, as part of a strategic vision, Lodes has been heralding a new era of contemporary design celebrating the company’s manufacturing know-how, high-quality materials and the essence of Italian design. Since the rebrand, Lodes has opened its first showroom in Milan, and now a new office in Hong Kong.
RiA: How did the pandemic impact Lodes’ business?
Tosetto: We were forced to rethink our business and find new ways to connect with the A&D community. The traditional retail model completely changed, so we opened new channels and set up partnerships with e-commerce brands. Physical retail spaces need to be suitable not only for sales, but also for creating connections, developing relations and creating new, exciting content.
SEE ALSO: Aesop reveals new Hollywood Road oasis in Hong Kong
RiA: Tell us about some of Lodes’ ongoing high-profile collaborations.
Tosetto: We are engaged in several international design collaborations and at the same time we are working on consolidating our market positioning. Last year, we launched the collaboration with international architecture and design studio, Snøhetta, and extended the line with new floor, table and wall lamps this year.
Additionally, we unveiled our collaboration with Ron Arad, the internationally renowned artist, architect and designer, at Fuorisalone this year. Lodes is committed to designing versatile products that could work in commercial and hospitality settings, as well as in domestic spaces.