Bluebell Group, Asia’s omnichannel brand partner and operator, announced its partnership with K-Way® French outwear brand. Following the brand’s in-market digital launch in June, the new mono-brand physical store opening is planned for October 2022 at Pacific Place under the Swire Group, one of Hong Kong’s most premium shopping malls.
Founded in Paris in 1965, the iconic French brand known for its windbreaker, lifestyle fashion and sportswear is part of BasicNet, an Italian company that also owns Kappa, Superga, Briko and Sebago, and on track to rapidly expand beyond its homebase. Bluebell Group, a pioneer in Asia in brand and retail development, operating over 150 brands across the region, will manage the brand’s overall presence including an online e-commerce shop, local marketing activation and overall retail operations.
K-Way® will be introduced to Hong Kong consumers first through its online k-way.com.hk and a planned physical store in October. Targeting the active young local audience, offering a mix of technical meets fashion apparel, the brand’s footprint is expected to grow further in Hong Kong and into Mainland China later this year.
“We are very proud to open the first K-Way® mono-brand store in Hong Kong and happy to embark on a path to a long presence in the city for the Brand and, for a long partnership between BasicNet and Bluebell,” said Lorenzo Boglione, BasicNet Executive Vice Chairman.
“We have no doubt K-Way® will become an anchor brand for us in Hong Kong, where retail today is geared solely on local consumption. The brand offers a desirable and accessible lifestyle unisex fashion and kids wear, which is one of our core focus for the development of this market. BasicNet has some very exciting global growth plans and hype collaborations for K-Way® and we are pleased to play a role in bringing something fresh and playful to our Asian consumers,” said Samy Redjeb, Bluebell Group Managing Director for Taiwan, Hong Kong and Macau.
Retail in Asia is part of the Bluebell Group.