China’s high-end lingerie company Aimer Group has opened its first flagship store in Hong Kong, following expansion into Singapore, Malaysia and Macau.

Aimer’s first flagship store in Hong Kong is located on Parklane Shopper’s Boulevard, Tsim Sha Tsui, and covers two floors with over 3000 sqft of space. The shop operates in a ‘lifestyle store’ format and is selling the group’s major brands, namely Aimer, Aimer Men and Aimer Kids.

Beijing Aimer International GM Sabrina Sun said that after having cemented a position in the mainland’s high-end lingerie market, the group decided to actively extend its brand overseas using Hong Kong’s international position.

“Hong Kong is a free market with a comprehensive legal system. It is a hub for the latest fashions and its connectivity with other parts of the world and its cultural convergence of east and west provide a perfect platform for us to go global,” said Sun.

She added that the group also aims to leverage Hong Kong to further market its brand to other parts of southeast Asia including Vietnam, Cambodia and Indonesia, and to set up research and development centre as part of a program to develop new products for overseas markets.

Associate director-general of investment promotion, Andrew Davis, said Aimer Hong Kong was a good illustration of Hong Kong’s springboard function for mainland enterprises to go global.

“Hong Kong retail sector has been growing tremendously over the past decade. In particular, high-end products have seen great demand among customers, both local and visitors. I believe Aimer will find Hong Kong to be a valuable platform for its future success, including further afield in southeast Asia,” Davis said.

Founded in 1993, Aimer Group is one of the leading brands in the China lingerie market, creating high-end lingerie products for women aged 25 to 40.

GB