Rupert Sanderson plans Asian super premium launch

Malaysian-born shoe designer Rupert Sanderson is to launch a “super premium” spin-off brand R. Sanderson in Asia.

The venture will be headed by Hong Kong-based franchise partner Bertrand Mak, who will become CEO of the new brand, reports Business of Fashion. Sanderson will have a minority stake in R. Sanderson and take on the role of chief creative officer.

According to the Business of Fashion, the four existing Rupert Sanderson stores in Hong Kong, a store in IFC mall Shanghai and a new retail site opening in Taipei, have all been branded or refitted as R. Sanderson stores.

“The partners will open an additional store in Beijing early next year, and plan to open two stores per year using revenues generated by the business, which currently stand at approximately £12.5 million ($16 million).”

Eighteen months in the planning, the super premium concept was inspired by the success of

Sanderson’s 24-carat gold heel and gold pebble designs had in the Asian market.

“To (Mak’s) huge credit, he set up stores in very good locations, focusing more and more on this expression of the gold heel and the gold pebble in the merchandising process,” Sanderson said in an interview with Business of Fashion. “Like any franchise, the partner responds to demand and is buying into things that are working, which altered the consumer’s perception of the brand in Asia.”

Most R. Sanderson shoes will be priced between US$840 and $2600.

Besides greater China, Rupert Sanderson has stores in London and Paris. His shoes are sold through more than 160 department and specialist stores globally.

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