British luxury brand Burberry is celebrating a new flagship store in Hong Kong.

Spanning 21,500 sqft over two floors, the store at Pacific Place Mall is the brand’s largest in Asia Pacific and the third largest in the world, after its 44,000 sqft store on Regent Street in London and 24,000 sqft store in New York.

The flagship store features a facade built of crystal and a freestanding marble staircase inspired by its World Live flagship on Regent Street. It also brings the digital experience into the physical space, very much like its London flagship store.

The brand’s Retail Theatre Concept has been fitted into the store, broadcasting digital content directly from its headquarters in London.

The store offers a range of outerwear, ready-to-wear and accessories for men, women and children. Other experiences available are Burberry Bespoke.

“Hong Kong has this incredible energy and attitude running through it and opening our new Pacific Place flagship gave us the chance to really celebrate that,” said Burberry chief creative officer Christopher Bailey.

The British brand is optimistic about the Hong Kong market, says CEO Angela Ahrendts. Despite a sales decline in China, it delivered strong results for Hong Kong in the second quarter. Burberry now has 18 stores in Hong Kong.

In its first half performance, Burberry has surpassed forecasts with profit up six per cent. The company says its profit before tax grew £173 million in the six months to September against the forecasts of £157-172 million.

GB