Founded by Ariane Zagury, Rue Madame Fashion Group (RMFG) began introducing contemporary and premium fashion labels from Europe to Asia in 2010, bringing in French and other international brands such as American Vintage, Gerard Darel, Hobbs, Phase Eight, and Whistles to the Asian market through its flagship concept Rue Madame, a feminine-focused store with a Parisian twist.
The group has since expanded to operate other multi-label stores such as Clemence by Rue Madame, Kurios by Pure Apparel, and the Eastlet across different regions, including Hong Kong, Singapore and mainland China. In addition to physical stores, RMFG has expanded its presence in the digital realm with four e-commerce platforms.
As Rue Madame opens its first store in mainland China, located in Parc Central in Guangzhou, Retail in Asia speaks with the group’s founder and chief executive officer, Ariane Zagury, to discuss the expansion.
RiA: Can you tell us what made you want to establish Rue Madame, and the gap you thought it could fill in the market?
Ariane Zagury: In 2010, Rue Madame was born out of a keen observation and a desire to fill a distinctive niche in the Hong Kong market. At that time, we noticed a significant gap in the fashion market between fast fashion and luxury brands. Rue Madame was envisioned as a haven for women, a place where women could find a carefully curated selection of brands that blend the latest trends with timeless appeal. It was about introducing an authentic Parisian flair and to spot first brands that would grow big. We have now gained market recognition for that.
Our customers really trust our curation, both in terms of brands and products. Our approach also stands out in terms of [the] shopping environment. For us, it is very important to create a warm and welcoming environment that makes every piece stand out, and every customer feel at home.
This has allowed us to build a strong connection with our customers, making Rue Madame a destination for women seeking a joyful and confident shopping experience that celebrates individuality.
RIA: You have now expanded the Rue Madame concept to mainland China. Can you tell us about the timing, and the journey of bringing Rue Madame to China?
Zagury: Expanding into mainland China is a very strategic move for us. We had a lot of requests from our mainland Chinese clients. We felt it was the right time. Nowadays, clients want a closer relationship with brands and products. It is about emotion. Rue Madame is very unique, each of our concept stores is unique, it is hyper-experiential because it is very human, it is like a conversation between two friends.
We also think that clients are moving away from logos and redefining what a “good” product means. This is what Rue Madame stands for: Our commitment is to bring a fabulous curation of brands and hand-picked products that really feel good and fit well, with new arrivals weekly, ensuring there is always something fresh and exciting.
RIA: Can you walk us through your new store in Guangzhou?
Zagury: I am very glad that we opened in Parc Central in Guangzhou. From outside, the store makes a striking impression with its double-storey façade. Upon entering the mall, shoppers are greeted with a chic and inviting interior façade that exudes modern elegance, setting the tone for the stylish discoveries that lie within.
Inside, the store unfolds as a curated space where fashion meets warmth and personal expression, showcased by vibrant displays of clothing, accessories, and jewellery that promise an exclusive and delightful shopping experience. Each corner of the store, from the bright and playful fitting rooms to the meticulous arrangement of products, is designed to make customers feel welcome and inspired, inviting them to uncover their next favorite piece in a setting that feels both luxurious and intimately familiar.
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RIA: What is your approach to physical vs e-commerce, and how do you see this evolving in the coming years?
Zagury: At Rue Madame, we believe the shopping experience shall be digital agnostic – in other words, in the harmony of physical and digital realms to create a seamless shopping experience.
Our approach is centred around customers’ happiness, ensuring they find delight and ease whether they visit us in-store or online. Physical stores offer a sensory experience—a place to touch and feel the quality, to engage with the ambiance.
It’s about the handpicked, tangible discovery of style. E-commerce complements this by providing convenience and accessibility. It’s about ensuring that our unique selection is just a click away, available anytime and anywhere. We are very committed to innovation and will continue to adapt, ensuring we are at the forefront without losing the personal touch that defines us.