Denmark’s Endless Jewelry make Asian debut
Denmark’s Endless Jewelry has made its Asian debut, opening its first store in Taiwan.
The opening marks Endless Jewelry’s fourth continent and 23rd international market. Earlier in June it opened its first store in Estonia.
Its products are now available in more than 3500 stores worldwide.
A grand opening event in the Taipei store was attended by invited guests from China, Hong Kong, Malaysia and Singapore – perhaps giving an insight into the brand’s next Asian target markets.
Endless Jewelry founder Jesper Nielsen said the opening week buzz surrounding the new Taipei store proves its designs and brand truly have global appeal.
“Every single day we’ve seen a line of customers inside and outside the store, and even though our local management expected this, it’s been a highly positive experience for myself and the European team.”
Endless Jewelry plans 15 stores in Taiwan in “top locations in major cities”.
CEO of Great China region, Michael Thomsen, said that given Endless Jewelry is completely new to the market, it will take time to build the brand awareness there.
“By opening with the attendance of basically all media in the region – as well as some of the main celebrities – we have already come a long way. I anticipate we will reach US$5 million in sales in the first year, which will be a good start for our Asian business.”