By  on April 16, 2007

HONG KONG — Mode Lingerie made a splash with its debut Hong Kong show for intimates and swimwear.

"Hong Kong is a strategic place in Asia — very international, easy to reach — driving fashion, industry and distribution investments and innovations," said Marie Laure Bellon Homps, chief executive officer of show organizer Eurovet. "Hong Kong was the obvious place to go on serving the Asian industry and bringing international key players to build partnerships in Asia."

Eurovet also runs Shanghai Mode Lingerie, which was launched in October 2005.

The numbers are compelling for Eurovet and those wanting to do business with China. There are 503 million women in China, where lingerie consumption is growing at an average of 15 percent a year, and some department stores are hitting 35 percent consumption growth, according to information provided by Eurovet.

The two-day Hong Kong show that ended April 4 had 140 exhibitors, qualified by a panel of judges spanning European and Asian brands and producers of lace, fabrics and accessories. There were more than 3,500 visitors during the event.

Establishing a stronger foothold in Asia was a priority for European brands in the private label section of the fair. French lingerie manufacturer Wolf Lingerie Ltd. announced the first day of the trade show that it appointed DKSH to be marketing and retail management consultant for its brand Rosy in Hong Kong and China. The label already features in DKSH's Lingerie Philosophy, a high-end multibrand chain with five shops in Hong Kong.

Rosy's first stand-alone store is to open by the end of the year in Beijing or Shanghai, said Terry Broderick, ceo of Wolf Lingerie Hong Kong. In the meantime, the brand will open in-store shops, said Nelly Ong, vice president of DKSH.

The brand adapts its European designs with an Asian fit, which is available in South Korea and will be in Hong Kong stores in six to eight months, Broderick said. The fit is "selling quite well…[and] gives us a competitive advantage," he said.

Wolf Lingerie and DKSH expect to open 50 points of sale in the next three years in Hong Kong and China. Franchised chains also are an option. With this kind of penetration in Asia, Rosy sales are projected to reach 200,000 units a year, Broderick said. Rosy also is available in Singapore and Taiwan.

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