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Jenny Packham opens first Asian store in Hong Kong

British brand Jenny Packham has opened its first Asian store at 32 Lyndhurst Terrace in the Central district of Hong Kong.

The 861 sq ft store spread over two floors was designed by Packham along with architects Peter Kirkness and Winnie Cheng.

Catering for bridal customers, with a small range of evening wear, the Hong Kong store is an addition to the brand’s international store portfolio.

Jenny Packham currently has three flagships in London - an eveningwear store in Mount Street, Mayfair, and a bridal boutique and an accessories store in Belgravia. The label also has a flagship store in Paris offering both ready-to-wear and bridal.

The collections are also available at Harrods, Harvey Nichols, Selfridges, Neiman Marcus and Bergdorf Goodman.

Mathew Anderson, chief executive of Jenny Packham, said: “Asia has been a major market for us across all categories for the past 10 years or more. Brand awareness is high and there is a desire for the product. Our strategy now is to build the brand across Asia through a focused marketing and PR campaign and investing in a targeted VIP dressing programme.”

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