Hobbs will open its first store in Hong Kong in December, inside IFC mall.

The UK womens fashion label has set a rapid expansion program this year, with the Hong Kong store marking its seventh new international market. Founded in London in 1981, initially specialising in shoes before expanding into the clothing and accessories, it has expanded across the UK, US and Germany and sells online. This year it has already opened points of sale in Kuwait, Japan, Beijing, Singapore, Belgium and South Africa.

Hobbs CEO Meg Lustman said in an interview the company has partnered with a local company to establish a joint venture for the Hong Kong business, someone “who has great relationships with the landlords”.

Hobbs is a sister brand of Whistles, which opened a store in IFC mall in April. The two brands, along with Phase Eight, are owned by the UK subsidiary of South African retail company The Foschini Group.
Lustman said Whistles was doing well in Hong Kong and she is confident Hobbs will follow suit.

“We can see our customer exists out there. When we’ve visited over the years, we’ve seen how many women are dressed for professional work. This is supported by demand from customers on our website.”