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Jimmy Choo Unveils New Store Format

The 1,372-square-foot unit in Hong Kong’s Elements Mall is the brand's first to house both men’s and women’s collections.

A view of the Jimmy Choo store.

Jimmy Choo has unveiled the first of its stores to house both its men’s and women’s collections.

This story first appeared in the April 26, 2012 issue of WWD.  Subscribe Today.

The 1,372-square-foot store is located in Hong Kong’s Elements Mall and is the first store opening in the country to be wholly managed by Jimmy Choo Hong Kong Ltd., the venture created when Jimmy Choo bought back control of its Hong Kong operations from its then joint-venture partner Bluebell late last year.

The space boasts two adjacent entrances for the men’s and women’s sections, which are interconnected inside the store. The women’s area is done out in Jimmy Choo’s signature pale rose, lilac and beige palette, with design details such as mirrored tables and crystal drop chandeliers. The men’s area is designed to evoke a modern gentleman’s club, with interiors crafted in ebonized wood, gray flannel and English pewter. The store carries Jimmy Choo’s complete offering of women’s shoes, handbags, small leather goods, soft accessories and sunglasses, and a complete offering of men’s shoes, bags, belts and small leather goods. The women’s section will also have an area dedicated to the Choo 24:7 collection of shoes and bags.

The space opened as a women’s only store in 2008, with the revamped women’s section reopening in December and the men’s area opening earlier this month. The new space marks Jimmy Choo’s fifth store in Hong Kong.

An opening event for the store will take place May 3, with Jimmy Choo’s joint creative directors Sandra Choi and Simon Holloway in attendance.