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Jimmy Choo to take control of its Chinese operations

Jimmy Choo is taking direct control of its Chinese distribution with immediate effect.

The luxury footwear brand acquired the rights to its Chinese distribution from Kutu, a distribution partner that has been operating its business in mainland China since 2009.

As part of the change, Jimmy Choo has set up Jimmy Choo (Shanghai) Trading Co, which will assume direct responsibility for retail operations in the region.

Jimmy Choo has three stores in China - located in Beijing, Shanghai and Nanjing - and plans to open a further four stores within the next few months. In the coming years this will leap to 30.

The luxury footwear label was founded in London in 1996 by the eponymous cobbler-turned-designer and co-founder Tamara Mellon. It also runs a wholesale operation throughout China in stores such as high-end department store group Lane Crawford and multi-brand store Joyce.

Pierre Denis, chairman and chief executive of Jimmy Choo Asia, said: “China is a vital market for Jimmy Choo, where we have ample opportunity for growth. Having control in the market will allow us to further develop the brand and our business and become closer to our customers in the region.”

Jimmy Choo (Shanghai) Trading Co will be managed by Wannie Suen, president of Jimmy Choo Asia, who is based in Hong Kong.

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