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Nicola Mira
Jun 10, 2022
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K-Way teams up with Bluebell Group to launch in China

Translated by
Nicola Mira
Jun 10, 2022

Sportswear brand K-Way has recently inked a partnership deal with Bluebell Group, with a view to entering the Hong Kong market, beginning with the launch of a local e-shop, scheduled for June 2022. A collaboration that is designed to enable K-Way to expand into Asia. In October 2022, the brand will in fact open a store in Pacific Place, one of Hong Kong’s most prestigious shopping malls, mainly targeting young local consumers with its unisex garments and high-tech products.


“K-Way features unisex fashion as well as attractive, affordable childrenswear, one of our main growth drivers for this market. [K-Way's owner] BasicNet has very interesting global growth plans, with directional collaborations on the cards for K-Way,” said Samy Redjeb, managing director of the Bluebell Group for Taiwan, Hong Kong and Macau.

K-Way belongs to Italian sportswear group BasicNet, alongside Kappa, Brico, Superga and Sebago. BasicNet indicated that Hong Kong is regarded as a “major milestone” for its Asian expansion, and that K-Way is planning to extend its footprint in the continent.

A strategy that is set to be pursued later this year in mainland China: “We are very proud to open the first K-Way monobrand store in Hong Kong, and pleased to take the first steps in what will be an enduring presence in the city for the brand, as well as a long partnership between BasicNet and Bluebell,” said Lorenzo Boglione, executive vice-president of BasicNet.

The Bluebell Group was founded in 1954 and is a Hong Kong-based French retail distribution company that manages over 150 brands. It is present in several countries in Asia, from Japan, to South Korea, mainland China, Hong Kong, Malaysia and Cambodia, operating flagship stores, shop-in-shops, concessions, multi-brand stores and a network of wholesalers. The group has more than 3,800 employees and 650 stores.

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