Isaia in Greater China expansion

Luxury Italian menswear brand Isaia is eyeing growth in Greater China.

The company has signed a five-year strategic partnership with Hong Kong-based ImagineX Group to aggressively drive the brand’s expansion in the mainland.

The first Isaia store will open in August in Landmark – one of the top-tier luxury shopping destinations in Central, Hong Kong. Stores in mainland China and Macau will follow.

The China move is part of a global expansion plan extending on Isaia’s network in major markets.

Founded in Naples, Italy in the 1920’s, family-owned Isaia is focused on luxury tailoring, combining heritage and sartorial traditions with “vibrant, eclectic” design. “Made in Naples” is part of the brand DNA with each garment created by master tailors.

Each store in Greater China will feature a tailor handpicked and trained by Italian master tailors, who will travel to the region as part of Isaia’s Made to Measure program.

Isaia was first introduced to Greater China in 2011 by  luxury department store Lane Crawford, sister company of ImagineX.

“With a long legacy of knowledge, creativity and resources behind them, this partnership is a natural fit to achieve success in this market,” said Isaia CEO Gianluca Isaia.

“The China market has long been driven by menswear with remarkable growth in the made-to-measure category and sustained luxury spend. With the evolution of the customer we are now seeing the emergence of the “new gentleman” and a move from classic tailoring to a more style-driven aesthetic and we believe Isaia is uniquely placed to capture this opportunity,” said Thomson Cheng, MD, ImagineX.

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