Alexachung expands with Tokyo pop-ups

British womenswear label Alexachung has marked its Asian expansion with a series of Tokyo pop-ups, starting earlier this month.

Alexachung hopes the pop-ups will build brand awareness and boost sales thanks to a “very loyal” Japanese customer base.

“Our goal is to build a reliable, constant presence and hope to develop retail when [we] are ready to,” said Alexachung CEO Edwin Bodson.

Hong Kong-based Bluebell Group is the exclusive distribution for Alexachung in Japan.

Korea and Taiwan are also considered to have strong potential thanks to solid retail and wholesale volumes last season.

The brand also plans to open a London store by 2020.