Handbag brand Delvaux continues to make inroads in China
August 13, 2019 Category China News Round-up, Weekly
China Daily highlighted Belgian bag maker Delvaux’s continuing inroads on the Chinese market as the company opened its fifth boutique in Beijing in late June in the newly-expanded China World Mall. The new boutique is decorated with a pale gold metal effect inside, while images of the iconic Grand Place in Brussels grace the walls of the VIP room. Exotic leather pieces are showcased in a decorative black glass display, flanked by the distinctive 1960’s Angolo Armchairs by Italian designer Corrado Corradi Dell’acqua. Delvaux Chairman and CEO Jean-Marc Loubier, with the support of the Milanese architectural studio Vudafieri Saverino Partners, has developed an exceptional boutique facade.
The new boutique is the first Delvaux store to offer onsite personalization, a service which allows clients to add their initials to purchased items. Clients can choose from two exclusive Delvaux fonts, including one which has been specially developed with Delvaux’s signature crown for each letter. Available in different sizes and colors, clients have a multitude of choices for customizing their leather designs with their own style and fantasy. Zhang Tian’ai, a Chinese actress who’s been selected to be the brand’s Ambassador in China, visited the brand’s workshop in Brussels at the beginning of this year. After closely observing the production process of Delvaux handbags, she said she understood why they are so precious in an interview for Shop and Travel magazine. There are 44 Delvaux boutiques in the world – eight of them in China – a market the brand entered in 2014.
Delvaux filed its first patents for handbags in 1908, realizing that women would want to keep their precious belongings at hand during their travels on Belgium’s expanding rail network. The company was founded in 1829 by Charles Delvaux, the China Daily reports. In 1883, it was granted the title of “Purveyor to the Court” by King Leopold II. In 1933 Franz Schwennicke took over the business and introduced seasonal collections, mirroring the practices of haute couture. The company created the collection named “Brillant” for the Brussels World’s Fair in 1958. After being acquired by First Heritage Brands in 2011, Delvaux flourished internationally. Till now, the brand has created over 3,000 handbags, the China Daily reports.
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