American Apparel, the vertically integrated clothing manufacturer based in downtown Los Angeles, has announced an exclusive partnership with LAB CONCEPT, a contemporary lifestyle retailer in Queensway, to bring the brand to the Admiralty district in Hong Kong.
"We have worked very carefully to develop a strategy for Hong Kong, keeping in mind that it's a major center for business, travel, and finance both in Asia and worldwide. That's why we're so excited to be working with LAB CONCEPT in Admiralty on this special project; this partnership allows us to offer high quality American-made product to the Hong Kong consumer," said Katherine Johnson , American Apparel Regional Manager for Asia.
The 1500 square foot space in LAB CONCEPT is on par with urban American Apparel standalone stores internationally and will feature the company's signature basics, dresses, shoes, swimwear, and its California select vintage products, as well as exclusive items for the Asian market.
"We are excited to be partnering with American Apparel to bring this new and unique brand to LAB CONCEPT. With a deep understanding of our customers' needs, we are able to position and offer new exclusive brands every season to tailor to their evolving taste," said Morgan Tan , Vice President of LAB CONCEPT.
The LAB CONCEPT partnership is part of a continuing trend with American Apparel's expansion, particularly in China and Hong Kong. The company previously operated a pop-up space in LAB CONCEPT last year. In 2012, American Apparel opened stores in Shanghai's Joy City Mall and Beijing's Parkview Green Mall, the latter of which is owned and operated by the Parkview Group headquartered in Hong Kong.
"We're a brand that both locals and expatriates will recognize and relate to, which is rare for a fashion brand. As a city known for its free market capitalism, Hong Kong is a place we've been looking forward to operating in; in addition to this we're constructing a branding and expansion strategy for Southeast Asia, which is both thrilling and humbling considering that many retailers manufacture their garments in this area of the world," Johnson said.
"2013 will be an incredibly exciting year for LAB CONCEPT. With the revamp of the fashion space in spring, quickly followed by our second anniversary in September, we are aiming to bring in more unique offerings for fashion as well as cosmetics to our 64,000 square foot space, providing the contemporary lifestyle experiences to our growing customer base," Tan said.
