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EXCLUSIVE : Blanc des Vosges brings the French Art de Vivre to Asia

Blanc des Vosges Mira Place Flagship Store Photo_2

Just in time for Chinese New Year, Blanc des Vosges opens doors to its first Hong
Kong flagship at Mira Place in Tsim Sha Tsui.

The brand’s second location in the city,  this new 1,000 sqft. store brings blissful bedding and home accessories meticulously designed and made in France to another part of Hong Kong.

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As the cold and dry weather sets in, it’s time for a seasonal update to create a warm nest perfect for cocooning at home.

French linen brand Blanc des Vosges presents their new Autumn/Winter 2017 collection to Hong Kong, offering an array of beautiful, high quality bed linen, throws and covers as well as a new micro-duvet that will infuse comfort and a touch of French chic to your bedroom.

Available now at both the new flagship in Mira Place and the existing store in SOGO Causeway Bay, Blanc des Vosges’ latest collection has the perfect pieces that will add a joie de vivre to your living space in the lead up to the Year of the Dog.

Blanc des Vosges – ‘Maison of Excellence’ – is a French linen brand established in 1843 in the Vosges region (Northeastern France). Blanc des Vosges designs and manufactures a broad collection of bed linens and luxurious home accessories, all 100% made in France.

Blanc des Vosges, Jean-François_4
Source : Blanc des Vosges

Retail in Asia met Jean-François Birac, who presented his clear vision for Blanc des Vosges and is determined to continue the legacy the brand and share with the world the French Art de Vivre.

RiA : What’s the brand concept?

Jean-François : We are a family-run company, founded by my great-great-great uncle François Hans, and I am the 5th generation CEO to run the business.

Blanc des Vosges has been manufacturing 100% combed cotton linens since the very beginning and we have built our reputation for producing the highest-quality products by staying true to our roots.

Our ability to complete the entire production process in France, within the community where we have worked for more than 170 years, is paramount to us. We have a team of 95 incredibly talented and dedicated seamstresses, cutters, embroiderers and stylists who perpetuate our legacy for fine craftsmanship.

They are the heart of our business and products.

RiA :  What’s your customer profile?
Jean-François : Our customers look for quality products and are design-conscious. They are willing to invest in quality bed linen and stylish home accessories to add a touch of ‘joie de vivre’ to their homes.

Blanc des Vosges stands for elegance, a 170-year-old tradition and quality craftsmanship and this is what our customers value.

We are excited to introduce the “French way of living” in Hong Kong. Our customers will appreciate our made in France products. We have a solid heritage of French products here. Hong Kong customers appreciate our origins.

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RiA : Why open a flagship store in Hong Kong?

Jean-François : Blanc des Vosges has received a warm welcome ever since our launch in Hong Kong in June 2016. We’ve attracted a steady following in our SOGO Causeway Bay store and are delighted to now open our Flagship in the city. Mira Place in Tsim Sha Tsui is a great location for us to bring exquisite French home linen to a new side of Hong Kong.

Blanc des Vosges Mira Place Flagship Store Photo_5
Source : Blanc des Vosges

We want to position Blanc des Vosges as an international brand recognised within the home linen industry.

Hong Kong was a strategic choice for us as part of our development in Asia.

It is a fascinating city, known for its frenetic pace and I am sure our customers will appreciate going home to a comfortable and luxurious bed at the end of their hectic day!

RiA : Any plans for Asian expansion?

Jean-François : Just over 10 years ago, Blanc des Vosges was only available and sold in the French market. Today, we are present in over 36 countries with 15 stand-alone boutiques.

In Asia, we have stores in South Korea and Taipei, and we are targeting brand development in Mainland China with plans to launch 3 new stores and an e-commerce platform in Shanghai later this year.