Online fashion retailer Grana opens a new pop-up store for a month in Hong Kong tonight.
The store is at Shop H404, PMQ, 35 Aberdeen St, Central. It marks a rare bricks and mortar divergence for the successful online entrepreneur which is building an international customer base.
Grana, profiled on Inside Retail Hong Kong in April, specialises in “high-quality fashion at disruptive prices” and is expanding into three new Asian markets this year from its Hong Kong base.
The new popup opens tonight (June 19) with a live catwalk show previewing nine new styles and 14 new colours.
Founder Luke Grana says past pop-up stores have help build brand awareness in Hong Kong and Australia
“They really attract attention and bring in new customers. All of our new orders come from customers from our pop-up stores. The repeat-order rate is high as well. Last year, we did one in Australia, and we made more than A$60,000 in sales,” he said earlier this year.
“This year, we are hosting a one-month store in Hong Kong, and we will also be doing one later in Singapore. In the second half of the year, we plan to start one in San Francisco. I think it’s a really great way to introduce the brand.”
Australian-born, Luke Grana, was inspired by the high quality of tshirts he came across during a trip to Peru. From there he started searching for best quality sources for other fabrics.
This year the brand will launch online in China, Europe, Japan, South Korea and Dubai. It will also expand its range into new apparel categories: Mongolian cashmere sweaters, Irish linen shirts, French poplin shirts and US twill chinos.