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Bluebell launches in Australia with two brands; more to come

Asia-based omnichannel brand operator Bluebell Group has expanded its reach into Australia, initially with brand partners Gentle Monster and Pinko.

The retail group marked its market debut with the opening of Italian fashion label Pinko in Sydney’s Westfield mall in November, followed by the launch of South Korean luxury eyewear brand Gentle Monster’s first store in Australia at Sydney Airport before Christmas. 

Bluebell Group said it has a larger plan for Australia this year, aiming to expand the current in-market brand partners’ presence in the country and introduce other brands as well. 

Australia marks Bluebell Group’s first market outside Asia and its 10th market after Japan, South Korea, Mainland China, Hong Kong, Taiwan, Macau, Singapore, Malaysia and Cambodia. 

Brands the company partners with around the region include AllSaints, Anya Hindmarch, Bally, Celine, Christian Dior, Davidoff, Fendi, Furla, Givenchy, Jimmy Choo, Kenzo, Loewe, Louis Vuitton, Love Moschino, Marc Jacobs, Moschino, MSGM, Owndays, Paul Smith, Rimowa, Sergio Rossi, Tod’s and Ugg.

“Opening the Australian market is a milestone for us, completing our Asia Pacific footprint from Japan all the way down to the Southern hemisphere,” said Nelly Ngadiman, MD of Bluebell Southeast Asia & Australia. 

The Australia launch follows Bluebell Group’s recent full acquisition of China’s Hainan-based travel retail operator Star Brands Travel Retail. 

Founded in 1954, the family-owned group has more than 3800 employees, 600 points of sale and US$2 billion in turnover. In 2020, Bluebell Group revealed it partnered with OnTheList and Brunello Cucinelli in Taiwan.

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