Van de Velde buys into Asia

Belgian luxury lingerie retailer Van De Velde has created a joint venture with Hong Kong marketing and distribution company Getz Bros to expand the Private Shop retail business. 

Private Shop currently has 11 outlets in Hong Kong and another 11 in China. The new partnership will see Van De Velde’s brands such as Marie Jo – Haute Lingerie, Marie Jo L’Aventure – Lingerie Pure, PrimaDonna, Marie Jo Intense – Move in style, Andres Sarda and PrimaDonna Twist join other US and European brands on Private Shop’s shelves. 

The joint venture will expand Private Shop across Hong Kong, China and Macau. While maintaining a multi-brand offering, the stores will accentuate Lingerie Styling, a retail concept of Van de Velde which provides customers with advice and service while in the fitting room.

Getz Bros Hong Kong will continue to oversee the daily management of the stores which are expected to operate in January 2012. Van de Velde, which owns 50 per cent of the joint venture, has invested an estimated US$7.5 million.

“We have a lot of respect for what Private Shop has achieved in the last 16 years and are proud to be part of this venture. This is an important step for our group,” said Ignace Van Doorselaere, CEO of Van de Velde.

“We believe Chinese women are entitled to the fitting room concept as we develop it throughout the US, the UK and in continental Europe. It might take some time to firmly establish the concept, but we are very convinced about its long term success.”

Stephen Lee, MD of Getz Hong Kong, said the company sees tremendous opportunities in China in the premium lingerie segment, which is fairly undeveloped to date.

“We believe this partnership will further strengthen Private Shop’s focus on customer service and allow us to truly establish a unique market proposition for Chinese women. Furthermore, the introduction of Van de Velde brands to our network will further improve and extend the quality product offering of European and American brands.” 

GB

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.