Roots announced this morning that the Canadian brand's Asian operating partner has opened up a Roots store in Hong Kong. The Canadian premium outdoor lifestyle company has partnered with Asian operator Branded Lifestyle Group to open a retail store in one of Hong Kong's premier shopping centres, Harbour City. Roots also announced that the Asian operator has simultaneously launched an online Roots store on Zalora, Hong Kong's leading online shopping platform.
Hong Kong's first Roots retail store is located in Tsim Sha Tsui, Kowloon. Jim Gabel, Roots' President and Chief Executive Officer, has commented on the expansion in a press release, stating "Opening a store at the largest and most diverse shopping mall in Hong Kong is an important first step in what has the potential to be a multi-store market for Roots."
"Further, with an online store on Zalora, customers can go beyond the physical location to connect with our brand anytime and from anywhere in Hong Kong. Our expansion into Hong Kong is a testament to the continued success of our longstanding partnership with Branded Lifestyle Group."
According to the press release, the new Roots retail location will create a space that "feels like home" through the integration of cabin comforts and city conveniences. The stores itself is draped in Canadian character and heritage, promising to immerse shoppers in over 40 years of iconic Canadian history.
Hong Kong's Roots store consists of four main retail areas, and each space conveys a unique message. For example, a Cooper Beaver Collection is an homage to the Roots logo (the Cooper Beaver), and features Roots Original Salt & Pepper Sweats, handcrafted leather, and seasonally-relevant products that "embody Roots unique comfortable cabin-meets-city style." They couldn't make Hong Kongese shoppers feel more Canadian even if they blasted "O Canada" through the store's speakers!
Take a look at the new Hong Kong storefront below:
Sunny Wong, Chief Executive Officer of Branded Lifestyle Group, stated in the press release, "Leveraging our strong network and local resources, we are excited to bring the world-renowned Roots brand to Hong Kong. The leisure and lifestyle apparel trend continues to gain momentum in Asia, and we believe Roots focus on comfort and style is a perfect fit for the Hong Kong market."
The new Roots Hong Kong store will be accompanied by a vast retail collection on Hong Kong's leading online fashion retailing site, Zalora.com.hk. The website will enable Asian customers to select products from a broader line-up of Roots sweats, leather goods and seasonal products.