French outdoor apparel retailer, K-Way, will expand into Hong Kong in partnership with the Bluebell Group, launching a mono-brand flagship at the Pacific Place shopping mall this October. 

Under the partnership, Bluebell Group will oversee K-Way’s overall presence, including its e-commerce site, local marketing activation and retail operations. K-Way will introduce an online store this month to Hong Kong customers, offering a selection of ‘technical meets fashion’ apparel. The company said it will further expand its footprint in Hong Kong and into Mainland China later this year. 

“We have no doubt K-Way will become an anchor brand for us in Hong Kong, where retail today is geared solely on local consumption,” said Samy Redjeb, MD of Bluebell Group for Taiwan, Hong Kong and Macau. 

“The brand offers desirable and accessible lifestyle unisex fashion and kids wear, which is one of our core focuses for the development of this market.”

Founded in 1965, K-Way is part of the Italian company BasicNet which owns Kappa, Superga, Briko and Sebago.

Bluebell Group currently operates more than 150 brands in Asia, including Tod’s, Tiffany & Co, Paul Smith, Jimmy Choo and Owndays.