Launch of K-Way(R) in the Hong Kong market in partnership with the Bluebell group

The iconic French brand known for its windbreakers, lifestyle fashion and sportswear is now part of BasicNet, an Italian company that also owns Kappa®Superga®Brico® and Sebago®, and on track to rapidly expand beyond its home base. Bluebell Group, pioneer in Asia in brand and retail development, operating over 150 brands in the region, will manage global brand presence, including an online e-commerce store, local marketing enablement and overall retail operations.

K-Way® will be presented to hong kong consumers first through its online site and a physical store planned for October. Targeting young, active local audiences, offering a mix of technical and fashion wear, the brand’s footprint is set to grow further in hong kong and in mainland China later this year.

“We are very proud to open the first K-Way® monobrand store in hong kong and happy to embark on the path to a long presence in the city for the brand and a long partnership between BasicNet and Bluebell.”

Lorenzo BoglioneExecutive Vice President of BasicNet.

“We have no doubt that K-Way® will become an anchor mark for us in hong kong, where trade is now solely focused on local consumption. The brand offers unisex fashion and desirable and accessible children’s clothing, which is one of our main areas of development for this market. BasicNet has very exciting global growth plans and hot collaborations for K-Way® and we’re excited to play a part in bringing something fresh and fun to our Asian consumers.”

Samy RedjebCEO of the Bluebell Group for Taiwan, hong kong and Macau.


Bluebell Group was the first to create successful brands in Asia since 1954. As from Asia partner of choice, Bluebell Group is present in Japan, South KoreaMainland China, Hong Kong SAR, TaiwanMacau SAR, Singapore, Malaysia, Cambodia and Australia.

The Group’s distribution network includes flagship stores, shop-in-shops, counters, its own multi-brand concepts, as well as a very selective wholesale network, as well as direct e-commerce and marketplaces , covering both domestic and Travel Retail. The Group operates in several product categories: Accessories, Footwear, Apparel, Perfumery, Beauty, Gourmet, Jewelry, Watches and Tobacco.

Bluebell hong kong, established in 1967, has 220 employees, 25 outlets and currently operates more than 5 major luxury, fashion, lifestyle and tobacco brands. Bluebell hong kong is a joint venture partner of Owndays Japan, a portfolio brand of L Catterton Asia.

A family group, Bluebell Group now has more than 3,800 employees, 650 points of sale, $2 billion in turnover.


K-Way® is born in Paris in 1965, a rainy day. Clothing retailer Léon-Claude Duhamel observed people rushing around in soaking wet clothes, with uncomfortable umbrellas. He had an idea: to create the first windproof and waterproof packable jacket in history. Classic, modern, hi-tech, functional and colourful, with its iconic 3-colour zipper, K-Way® is a registered trademark in the Italian and French dictionaries.

K-Way® is a trademark of BasicNet SpA, the company that also owns Kappa®Kappa’s Dress®Jesus® Jeans, Superga®Sabel®Brico® and Sebago®. BasicNet operates worldwide through an international network of contractors, brand licensees, who produce or distribute the products. BasicNet offers its network research, development, product industrialization and global marketing services. All business processes take place solely via the web, making BasicNet a “fully web-integrated business”. BasicNet, headquartered in Torino, Italyhas been listed on the Italian Stock Exchange since 1999.


Bluebell Group
Anne Geronimi
[email protected]

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SOURCE Bluebell Group

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