Kenzo Kids opens first flagship store in Hong Kong

Kenzo Kids has chosen Hong Kong for its first flagship store opening. Situated in the heart of the Ocean Terminal mall, the store measures 40 square metres and houses the luxury brand’s clothing for kids aged 0 to 16 years old.

“Hong Kong was chosen for its dynamism and potential. We held a pop-up store for Kenzo Kids at Ocean Terminal in 2017, which is one of the busiest and most dynamic malls in Asia. The pop-up was a success and it was the logical next step to open a flagship store this year,” explained Maud Rascle, creative director of the Kidiliz group, which includes Paul Smith Junior and Lili Gaufrette and has had the licence for Kenzo Kids since 2006.


The new Kenzo Kids store in Hong Kong - DR

The opening of the permanent retail outlet highlights the wider ambitions of Kenzo Kids for export and development. The children’s wear label has greatly benefitted from the dynamism injected by Carol Lim and Humberto Leon, the founders of Opening Ceremony, that took over the artistic direction of Kenzo in 2011. Kenzo Kids has since seen its annual growth oscillate from 20 to 30 percent.

With an international presence in over 850 points of sale, Kenzo Kids could soon see its retail footprint strengthened, especially in Asia. This expansion is backed by the strength of the Chinese group Semir, a leader in the Chinese children’s wear industry.

The Semir Group entered into exclusive negotiations with the Kidiliz group last May to aid its revival.

Translated by Isabelle Crossley

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