UK-based babywear fashion label Bonnie Baby will open first standalone store in Hong Kong through a joint deal with Hong Kong’s investment company Apex Glory.

Apex Glory bought a 25 per cent stake in Bonnie Baby of the UK last year and part of the deal included Apex Glory setting up a joint distribution business across Asia.

A store-in-store will open at Harvey Nichols, the upmarket department store chain in Central, in August.

Bonnie Baby founder and designer Tracey Samuel said the company is shifting its focus to the international market due to stagnating demand in the UK brought by current climate.

“I would hope that 50 per cent of sales will be coming from the international side in the next 18 months,” said Samuel.

Bonnie Baby also plans to extend its reach to Taiwan and China in the coming years.

Founded in 2005, Bonnie Baby products which include baby clothes, baby blankets, hats and booties are distributed by 100 UK stockists including department stores Selfridges and Liberty. In the US, the babywear fashion brand is available at Barneys in New York.

Bonnie Baby has been seen worn by the babies of German model Claudia Schiffer, American actress Sarah Jessica Parker and Mary, Denmark’s crown princess.

GB