Silver Cross, the British nursery brand, is to open its first ever standalone store in Hong Kong.
The move comes following strong sales of the company’s designer and nursery lines in the Pacific market over the last few years. Sales increased by 47% in Asia from 2010 to 2011 with major growth seen in South Korea and China. Alan Halsall, chairman of Silver Cross said: “We chose Hong Kong to launch our first ever Flagship store as it is a major city in Asia that not only has a hugely successful indigenous population but also benefits from a large influx of visitors who trust what Hong Kong has to offer and love to see great British brands. “The new Hong Kong store will be an opportunity to support our strengthening brand identity and awareness in the rapidly growing Asian market.” The new store will open in October 2012 in the Ocean Terminal Shopping Mall in the centre of Hong Kong. The shopping centre is already home to a number of specialist children’s designer brands such as Dior, Burberry, Gucci and Ralph Lauren for children. Halsall added: “We are hoping to achieve a major presence in Asia and by opening this stand alone store we see it as a way of showing our brand identity off to local consumers. Silver Cross is a British privately owned company, and we hope to open other flagship stores in major cities across the Asia region to support the brand.” Silver Cross said it does not intend to open any standalone stores in the UK due to the success of retail partners Mothercare, John Lewis, Babies R Us and a number of independent stores.
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