The new store at Silvercord, Tsim Sha Tsui, also sets a milestone for Rue Madame as its first outlet in Kowloon. Its two other stores, at Lee Gardens in Causeway Bay and the IFC Mall in Central, opened in 2010.
Rue Madame is a fashion concept boutique chain for women, retailing well-known Parisian brands including Maje, Sandro, Claudie Pierlot, American Vintage, Majestic, Toupy, Sessun, Dress Gallery, Gat Rimon and more.
When founder Ariane Zagury first came to Hong Kong, Rue Madame looked towards the city’s diverse clientelle to support its latest expansion. Ms Zagury noted that the company’s Hong Kong patrons have a strong desire for fashionable brands and a Parisian label is a big attraction.
“Two years ago we saw a niche for fashionable brands between the luxury brands and mass retailers and we moved quickly. Today, our strategy is working just fine,” Ms Zagury said.
“Looking ahead, we see even more room for growth in this particular market segment, and hence our third store is set to cater to this demand. The Kowloon store is the biggest of the three outlets, measuring over 1,600 square feet.”
Ms Zagury said that Hong Kong will remain a regional headquarters for the company, managing Rue Madame’s Asian marketing activities. She added that a key attraction for her was the ease of doing business in Hong Kong.
Associate Director-General of Investment Promotion, Mr Andrew Davis, agreed, saying that Hong Kong has earned its reputation among overseas investors for its simple business procedures. Mr Davis added that Invest Hong Kong would continue to offer assistance to Rue Madame in its future expansion.