Having established a solid presence in Europe, French luxury footwear and leather goods label Jonak is now setting its sights on the Asian market with its latest new market Hong Kong. Founded in 1964 in Saint-Germain-des-Pres, Jonak was initially a multi-brand boutique selling various shoe brands, before beginning to expand in the 1990s and designing its own models. This marked the beginning of significant growth in Paris, starting with department stores and then the opening of several stores in strategic locations across the French capital. The brand now has more than 80 points of sales in its home market and operates physical stores in Belgium, the Netherlands and Morocco. Hong Kong debutLocated inside the K11 Musea shopping centre, the Jonak Hong Kong store was imagined by creative studio Design M&V Mika Violetta. “K11 Musea is a highly renowned shopping centre, home to many premium brands, including a significant number of French labels,” said Marcel Nakam, founder and co-CEO of Jonak Paris, explaining the reason behind the location choice. “It is also a hub of creativity, with a strong emphasis on design and art – concepts that are particularly important to Jonak, as the brand has always maintained a close relationship with the art world.”The store design resembles Parisian apartments, offering a warm shopping experience with plants, artwork frames, and art books complementing the digital kiosks showcasing Jonak’s latest updates. The concept is brought to life with a selection of noble and natural materials, lighting, seating, and display furniture. Oak wood, metal structures, and composite stone finishes were chosen to highlight and enhance the shoes. “Each creation is a unique piece, both simple and sophisticated, in perfect harmony with the brand’s DNA. In short, everything comes together to create a welcoming atmosphere, breaking away from the impersonal feel of ordinary stores,” Nakam said. “What was most important to us was ensuring that the concept remained the same as in France, the Jonak experience would be as true as possible, and the customers felt good in the store – and we succeeded,” he added. While the store concept shares similarities with the brand’s French store, each overseas store has unique architectural features. “Besides, Jonak adapts to the market by tailoring its product offerings,” said Nakam. “The assortment is carefully curated based on market needs, and we have also developed two exclusive models for Hong Kong. “Communication strategies have also adjusted, and we’ve adapted to the market by launching a Red account. Our [local] partnership with Rue Madame Fashion Group, a key player in establishing French brands in Hong Kong, has been valuable in these areas.”Eyeing Asia“Asia is an important and fast-growing market,” said Nakam. “Hong Kong serves as an excellent gateway to Asia due to its cosmopolitan nature.”He added that the brand’s plan is to target strategic locations in cosmopolitan capitals and open flagship stores where customers can truly experience the brand.The founder said the biggest challenge was managing delivery quantities. “In France, our stores receive deliveries daily, whereas in Hong Kong, we only deliver once a week. From a logistical standpoint, we had to find a new way of working. For everything else, the process was remarkably seamless.” Just a few weeks after it opened, Nakam said the Hong Kong store had already met expectations, both in terms of location and retail experience.