Hong Kong – Agnès b, the French fashion brand, has opened a lifestyle flagship store in Hong Kong at K11 Art Mall, the art shopping mall in Tsum Tsa Tsui.
The store extends the brand’s core business to include a florist, a travel concept store, a chocolate boutique, a café and a bookstore, all under one roof.
Hong Kong is a key stronghold for the brand. The city is home to two locations of Le Pain Grillé, the brand’s French cuisine restaurant chain, six Délices outlets selling the brand’s chocolates, and four locations of Agnés b Fleuriste, which sells flowers, greenery and related accessories, according to its website.
The brand has long formed collaborative partnerships beyond the world of fashion, including a production company jointly established with film-maker Harmony Korine. Agnès b. also operates an online streaming radio service.
This is a great example of a brand bringing together different shops to achieve a strong impact on consumers, a trend LS:N Global explored in our Symbiotic Branding macrotrend.