Greater China launch for Joseph

London label Joseph fashion will launch in Beijing later this month, the first step in a Greater China roll-out.

While based in Great Britain, Joseph is owned by Japan’s Onward Kashiyama group, which bought the business in 2005. The brand’s founder Joseph Ettedgui died of cancer in 2010.

“Like all our stores globally, our Beijing store will offer the foundations of a sophisticated wardrobe with our luxury essentials along with our catwalk pieces,” said Takehiro Shiraishi, Joseph MD.

The China launch for Joseph in Beijing will be followed over the next five years by store openings in Hong Kong, Macau, Shenzhen and other cities.

“After having seen a period of luxury market growth in China, we feel there is an expansion of sophisticated highly fashion-conscious consumers,” says Shiraishi, bullish about the brand’s prospects in China.

“We feel the market is maturing and needs affordable products.”

Joseph Ettedgui was credited with introducing the narrow-legged stretch pant in the 1990s, a line which remains a centrepiece of the the brands often androgynous range today.

Louis Trotter, Joseph’s current creative director, whose past credits include Calvin Klein and Tommy Hilfiger, believes the range will appeal to Chinese consumers.

“Our customer has a certain attitude, Joseph is not overtly branded, it is quite discreet and it takes a certain type of woman to appreciate our product.”