Alexachung expands with Tokyo pop-ups

1 min readUpdated Jun 4, 2025Apr 18, 20183:27 AM

British womenswear label Alexachung has marked its Asian expansion with a series of Tokyo pop-ups, starting earlier this month.

Alexachung hopes the pop-ups will build brand awareness and boost sales thanks to a “very loyal” Japanese customer base.

“Our goal is to build a reliable, constant presence and hope to develop retail when [we] are ready to,” said Alexachung CEO Edwin Bodson.

Hong Kong-based Bluebell Group is the exclusive distribution for Alexachung in Japan.

Korea and Taiwan are also considered to have strong potential thanks to solid retail and wholesale volumes last season.

The brand also plans to open a London store by 2020.

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What this means

Alexachung's strategy of launching Tokyo pop-ups, underpinned by its exclusive distribution agreement with the Bluebell Group, is a sound, measured approach to market entry. It uses an established loyal customer base, aiming to build brand awareness and sales without the immediate overhead of permanent stores. This contrasts with more aggressive direct-to-retail entries seen by some rivals, or the brand's own London store plan. The success in Japan, particularly the conversion of wholesale volumes in Korea and Taiwan into similar pop-up initiatives, will be a critical indicator. This strategy also puts pressure on competitors to evaluate their own agile market penetration tactics in key Asian markets. The next thing to watch is the brand's store count in Tokyo by year-end.

Maria Santos

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