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HONG KONG — Club Monaco has opened its first stand-alone men’s store here.
This story first appeared in the October 25, 2012 issue of WWD. Subscribe Today.
Called “The Men’s Shop,” the store is tucked away on a small street in Hong Kong’s Wanchai district. “We wanted to build out the favorite elements of our own closets,” said Aaron Levine, vice president of men’s design at Club Monaco, who was in Hong Kong for the official launch. “Men like their own shopping environment. This is one way to cater to them with an edited assortment.”
Ann Watson, Club Monaco’s vice president of marketing and communications, who was also in Hong Kong, described the store as “the ultimate men’s closet.”
The shop had its grand-opening party last week, transforming one corner of Wanchai into New York with a real New York City taxi, plus a taco stand. Two of The Men’s Shop’s local “tastemakers” were in attendance: Jun Kung, a famous local drummer and musician, as well as JJ Acuna, a Hong Kong architect and lifestyle blogger.
The Men’s Shop is opening in two phases. A 400-square-foot portion opened in September and will expand by 200 square feet in late November. The store is part of a larger plan to roll out the brand’s new concept throughout China and Asia. The lease is for approximately one year.
The new concept store includes an edited selection of apparel from Club Monaco, and apparel and accessories from Made in the USA, Club Monaco’s limited-edition men’s collection, as well as specially designed items from third-party partnerships.
About one-third of the items in the store are third-party items or collaborations, particularly accessories. The store carries Rancourt & Co. shoes, jackets from Aether, Goruck backpacks, and vintage Rolex, Omega, and Tag Heuer watches from Hodinkee.
“With success in launching our new men’s concept and Made in the USA collection in Canada and the U.S., we wanted Hong Kong to be one of the first overseas markets to have access to this as well, with their own unique environment to truly experience the Club Monaco men’s lifestyle,” said chief executive officer John Mehas.
Club Monaco, which is owned by Ralph Lauren Corp., is no stranger to Hong Kong, having opened its first store in the city seven years ago. The new men’s store concept is targeting primarily Hong Kong locals, as well as some expats and Mainland Chinese customers.