Alexachung expands with Tokyo pop-ups
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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.
Questions & Answers
Q.What is the primary objective for Alexachung's pop-up stores in Tokyo?
What is the primary objective for Alexachung's pop-up stores in Tokyo?
Alexachung aims for the Tokyo pop-ups to build brand awareness and increase sales. The company hopes to capitalise on an existing loyal Japanese customer base to achieve these goals.
Q.Which company is responsible for distributing Alexachung products in Japan?
Which company is responsible for distributing Alexachung products in Japan?
The Hong Kong-based Bluebell Group holds the exclusive distribution rights for Alexachung in Japan. This partnership supports the brand's expansion efforts in the region.
Q.Are there other Asian markets Alexachung is considering for expansion?
Are there other Asian markets Alexachung is considering for expansion?
Yes, Alexachung is also evaluating Korea and Taiwan as potential markets. Both countries demonstrated strong retail and wholesale volumes last season, indicating good opportunities for the brand.
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