New York-based fashion brand alice + olivia by Stacey Bendet and Asia's leading retail, brand management and distribution company ImagineX Group announced an exclusive strategic partnership to develop the brand in Greater China and Southeast Asia through the opening of 23 points of sale over the next five years.
ImagineX will commence the rollout with the first free-standing alice + olivia store in Hong Kong's International Financial Centre (ifc) in June with more stores in Hong Kong, mainland China, Macau, Taiwan and Singapore to follow.
alice + olivia was launched in 2002 and has since grown to more than 800 points of sale in more than 50 countries. The brand first entered Greater China through a wholesale relationship with ImagineX's sister company, the iconic, luxury department store Lane Crawford, in 2008 and has been one of the best performing contemporary brands in its stores in Hong Kong and China. The China retail rollout is a significant driver in an international expansion plan.
Stacey Bendet, CEO and Creative Director, alice + olivia says: "China is the most exciting area to me right now! It's amazing for me to have the opportunity to introduce the world of alice + olivia to a culture and woman that I have been fascinated by and admired for a long time. It's like being able to introduce yourself to someone you've always wanted to meet."
alice + olivia President, Deanna Berkeley, added: "As our brand continues its global expansion, we're thrilled to announce a strategic partnership with ImagineX, a leader in the Asian market and an expert in brand development. The partnership with ImagineX provides an ideal platform to build on our current success within Asia.
"The fashion savvy generation emerging out of Greater China is seeking new ways to express their individuality, and ImagineX's wealth of expertise is the perfect vehicle to bring our brand's unique vision and fresh sensibility to this consumer. We anticipate the ImagineX partnership will account for up to 20% of our international business within the next 5 years."
ImagineX was the first to market with luxury brands in China in 1992, and has spent the past five years building a new generation designer and contemporary fashion business to complement its luxury and lifestyle business to realise the opportunity in the fast-growing affluent middle class that aspires to international fashion.
ImagineX's Vice Chairman & CEO, Balbina Wong, says, "alice + olivia is a rising star internationally and we're excited to be bringing a new generation designer to a new generation of fashion customers, at a time when they can grow together.
"The brand has enormous potential in this market. It is feminine and at the same time eclectic; it has personality and a lifestyle, and it is accessible to the customer who wants to express herself through fashion. And alice + olivia's clear and consistent branding and iconic retail concept ensures that it is easily remembered, which is crucial in an incredibly fast and competitive market such as China," Ms. Wong added.
