Bluebell Group launches Australia operations

1月 10, 2023

Bluebell Group launches Australia operations

January 2023
– Bluebell Group, Asia’s leading omnichannel brand operator and distributor, announced its official entry into the Australian market with key brand partners such as Gentle Monster and Pinko.

Today, the Group operates in ten markets across Asia Pacific, affirming its position as the largest retail distributor and network in the region.

The closing of 2022 was a full sprint for Bluebell Australia with the opening of Italian contemporary fashion brand, Pinko, in Sydney’s Westfield mall in November; followed by the opening of the first store in the Southern hemisphere for Korean iconic eyewear brand, Gentle Monster, at Sydney airport in December.

With a strong team on the ground and the Group’s expertise and focus on retail excellence, Bluebell Australia has larger plans in store for 2023: the team will be expanding the current in-market brand partners’ presence to more locations in the country, and will also be launching other brand partners which the Group already works within the APAC region in the Australian market.

Nelly Ngadiman, Managing Director, Bluebell South East Asia & Australia expressed her delight in opening the new market: “Opening the Australian market is a milestone for us, completing our Asia Pacific footprint from Japan all the way down to the Southern hemisphere. I am so pleased that our entrepreneurial spirit and our focus on retail excellence has paid off and is being recognized by our brand partners, who have given us their trust to expand their footprints into this new market. We look forward to bringing Australian consumers more exciting new lifestyle concepts in the coming years.”

Gentle Monster opened its first travel retail store in the Southern Hemisphere at Sydney airport in partnership with the Bluebell Group on 25th November. Located in T1 International terminal, the store offers Australian fans the excitement of seeing the latest launches, special collaborations, and opportunities to experience the brand’s vision.

Brand identity rooted in innovation and artistry the store exhibits Gentle Monster’s pursuit of the unexpected creating an emotional provocation. The Giant Head, located in the centre of the store, is a large kinetic installation that allows viewers to experience mysterious emotions through its indecipherable facial expressions which seem to penetrate the essence of the viewer.

Pinko opened its store at Westfield Sydney Australia in partnership with the Bluebell Group on 4th November. 

With creativity, elegance, style and quality rooted in the Italian brand identity, the store offers Australian customers a creative space to explore and express themselves freely, inspiring customers to be bold and play with their images. 


Bluebell Group has pioneered building successful brands in Asia since 1954. As Asia’s partner of choice, Bluebell Group is present in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macau 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 highly selective wholesale network, together with both direct ecommerce and marketplaces, covering both domestic and Travel Retail.

The Group operates across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, Liquor and Tobacco.

As the leading travel retail operator in Korea, Bluebell Korea has more than 2,200 employees, representing more than 50 of the world’s most prestigious brand partners in over 350 POS across the country. Established since 1960 as a customer focused, performance oriented and agile pioneer in the industry, Bluebell Korea’s entrepreneurial family spirit and passion for excellence are the key to the success of Bluebell Korea and

its brand and operator partners.

A family-owned group, Bluebell Group today has over 3,500 staff, 600 points-of-sale, US$2b in turnover. 



Bluebell Group

Anne Geronimi


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