The first store for California fashion label Cecilia Woo opens in Hong Kong, targeting an international audience at the new K11 Musea.

The brand’s founder Cecilia Woo says that since the business was set up in late 2014 in California, the brand has been leveraging its concept to serve the specific needs of modern women. Over the years, Cecilia Woo has built a foundation in key mainland cities such as Beijing, Shanghai and Chongqing, developing a significant following through physical and online channels.

“Hong Kong is Asia’s world city,” said Woo. “This place is highly relevant for light luxury brands in terms of fashion trends and ways of life. The city also attracts travellers from around the globe. It is an ideal landing point for us with solid international opportunities.”

She added that the company considers now is the right time to develop the brand across global markets.

“We appreciate the spirit of women here as well as the work-hard culture, which is very much the essence of this city,” said Woo. “Our brand is dedicated to serving modern women. We cannot think of anywhere else that is more relevant than Hong Kong to develop our Muse concept for women.”

“Hong Kong’s international status adds value for foreign investors targeting global markets,” commented the brand’s associate director-general of investment promotion, Dr. Jimmy Chiang. “In addition, we offer comprehensive systems such as a low tax regime, an effective legal system and an availability of experienced sales and marketing professionals, making our city the ideal place for brands that want to promote their products and concepts to the world. We are confident that Cecilia Woo can prosper in Hong Kong and thrive in the world markets.”