Boucheron opens in Hong Kong

Fine jeweller Boucheron has finally opened its first store in Hong Kong. The French company - part of the Gucci Group - already had stores in Shanghai, Seoul and Taipei, but was waiting for the right location in Hong Kong to become available. Located on the ground floor of the Mandarin Oriental hotel in the heart of the city, the 1,290 square-foot boutique shares the lobby with the likes of Chloé and Salvatore Ferragamo. "Hong Kong is usually the cornerstone of expansion into Asia," Boucheron president Jean-Christophe Bedos told WWD. "But we've been waiting for the right location for many years." Of the Mandarin Oriental location he said: "It's the only location we wanted."

Unlike its competitors in the luxury industry, each Boucheron store has a unique look. "The store concept is opposite to our competitors," Bedos said. "We want to adapt to our environment. We want to feel Boucheron is in Hong Kong, not anywhere else." Although he says the brand features and brand identity remain the same worldwide, the furniture style changes.

The Hong Kong and Shanghai stores carry a considerable number of pieces from the haute jewellery collection. "These pieces should not be available only in Paris," said Bedos. "The world is global now, and customers want the products at their doorstep." Further to this, the store in Hong Kong offers sunglasses, fragrances the Boucheron for Vertu jewelled mobile phone and the Boucheron for Alexander McQueen Novak handbag. However, there are no further plans to diversify into other product categories. "Boucheron is a mature brand," said Bedos. "We look for ways to pay tribute to contemporary designers and creators."

Although the Hong Kong market is already inundated with luxury brand and fine jewellers, Boucheron is confident that it will thrive in Hong Kong and Asia. Bedos explained that China is "highly strategic" for the company, although he says there are no plans for accelerated expansion. "We arrive as an alternative to most of the designer brands that are here. Boucheron is a little pearl," Bedos concludes. "It's still very much a niche player, unspoiled and untouched."