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French confectioner Sweet Fashion House plans flagships

A high-end designer dessert brand founded by European investors plans flagship stores in Hong Kong and Shanghai this year.

Sweet Fashion House is launching with a confectionery factory in Tuen Mun which will be staffed by chefs brought in from France and apprentices employed locally. Under the leadership of art director Gael Majchrzak, who is also a pastry and chocolate chef, the team will create and produce handcrafted cakes, chocolates and pastries for individual customers and corporate clients.

Gael Majchrzak - Sweet Fashion House

Once it has sufficient volumes, flagship stores will be opened in as yet undisclosed locations in Hong Kong and then major Chinese cities, starting with Shanghai.

The company aims to tap into what it describes as a fast-growing demand for upscale confectionery in Hong Kong, Mainland China and around the region.

CEO Kirill Neklyudov says Hong Kong is the ideal place for the group to launch the factory.

Sweet Fashion House choco

“Hong Kong people love sweets as much as the French do. This is a big market and customers demand up-scale confectionery. Together with its simple and low tax regime and ease of doing business, the city is the ideal place for us to start our company.”

He says the company is already experiencing strong demand, and plans are underway to expand staff numbers to meet an expected surge in orders.

The factory also provides cake consultation and tasting for customers to create their own cakes.

Sweet Fashion House’s launch in Hong Kong was assisted by InvestHK.

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