Jimmy Choo Asia sales are soaring, despite the downturn in the luxury market.

While the company does not break down its Asian sales figures by market, analysts are reporting “record growth” in Hong Kong and China, in part aided by the opening of a new store in Macau.  

Total revenues from Asia (excluding Japan) rose 22.1 per cent on a reported currency basis in the six months to June 30, reaching £27.1 million. Jimmy Choo opened two new stores of its own in Asia during the six months and six franchised stores.

Next year the company plans new flagships in Tokyo, Shanghai and Beijing.

Sales in Japan increased by 18.2 per cent on reported currency basis with men’s footwear sales and the strong yen driving growth.

The company plans 200 stores Asia-wide to take advantage of the region’s “untapped growth potential”.

The UK-based company recently marked 20 years since it was founded by Malaysian cobbler of the same name, who was later forced out of the business in controversial circumstances and now runs his own exclusive, unrelated Jimmy Choo Couture boutique in London.

One of the reasons for the brand’s success in Asia is its unconventional marketing activities.

Last September, brides in the Philippines were able to order customised shoes from its stores, selecting texture, style and colour and adding a personal monogram. This year, the concept was expanded to include handbags.

In Malaysia, customers can customise the color, texture and finishes of their heels and add names, initials or even dates to their handbags.