Jenny Packham opens first Asian flagship

British fashion and bridalwear label Jenny Packham has opened its first Asian flagship store at 32 Lyndhurst Terrace in the Central district of Hong Kong.

Spanning over two floors, the 861 square foot store is mainly focused to cater for bridal customers, but will also offer an exclusive edit from the label’s eveningwear collection. The store, designed by Packham along with architects Peter Kirkness and Winnie Cheng, has a minimalist and modern aesthetic, which is a concept that the brand plans to roll out across future boutiques.

Jenny Packham currently has presence a strong presence in London with two flagship stores, an eveningwear store in Mount Street, Mayfair, and a bridal boutique and an accessories store in Belgravia, as well as being available in Harrods, Harvey Nichols, and Selfridges. The label also has a flagship store in Paris offering both ready-to-wear and bridal, and in New York the brand is stocked in Neiman Marcus and Bergdorf Goodman.

Mathew Anderson, chief executive of Jenny Packham, said: “Asia has been a major market for us across all categories, for the past 10 years or more. Brand awareness is high and there is a desire for the product. The next step for us was to find the right space for a standalone store and establish an independent physical presence.

“We look forward to offering our customers our signature brand experience. Our strategy now is to build the brand across Asia through a focused marketing and PR campaign and investing in a targeted VIP dressing programme.”