J. Crew Heads to China with Lane Crawford’s Help

In Industry News, Marketing, What's New by Accessories StaffLeave a Comment

Lane Crawford’s Seasons Place in Beijing, a three-level flagship designed by Yabu Pushelberg, is one of the stores that will house the J. Crew collection.

New York—It seems like every U.S. retailer is thinking about business in China. Whether it’s opening flagships, like the Gap has, or partnering with Chinese e-commerce sites such as Neiman Marcus and Macy’s have.

Today, J. Crew announced it, too, will be selling its women’s and men’s collection in Asia—thanks to a strategic partnership with Lane Crawford, the Hong Kong-based specialty retailer.

Beginning in October, a curated selection of the J.Crew Fall/Winter 2012 women’s ready-to-wear and shoes, men’s apparel and accessories will be available at select Lane Crawford stores, allowing “customers throughout Hong Kong and China to shop J.Crew in a retail environment outside North America for the first time.”

This first-ever collaboration will premiere at the Lane Crawford ifc mall in Hong Kong and the Seasons Place store in Beijing, as well as on lanecrawford.com, providing a new and exclusive positioning for both brands across Greater China.

By Passing Europe for Asia

“We always want to work with the ‘best of the best,’ and Lane Crawford was at the top of our fantasy list,” said Millard “Mickey” Drexler, J. Crew’s chairman/ceo. “When it comes to editing and presenting collections with a creative and elevated point of view, no one does it better. We are beyond excited to partner with Lane Crawford to help introduce J.Crew to Asia.”

Andrew Keith, Lane Crawford’s president added, “J.Crew is renowned in the U.S. for bringing together an exceptional level of quality and distinctive styling, paired together with Lane Crawford’s exclusive edit, we are very excited to offer this unique experience to the Hong Kong and China markets.”

The fact that J.Crew chose China rather than Europe as its first international expansion beyond North America may have come as a surprise to some in the United Kingdom. Reportedly, J. Crew had already enlisted the help of Harper Dennis Hobbs to opens stores in London.

Lane Crawford is part of the Lane Crawford Joyce Group, one of Asia’s premier international fashion, beauty and lifestyle brand groups, including multi-brand retailer Joyce, designer shoes and accessories specialist The Pedder Group, and management and distribution arm, Imaginex. The Lane Crawford Joyce Group operates more than 550 points of sales across Greater China and South East Asia.