Iconic Eyewear Disruptor GENTLE MONSTER debuts in Australian domestic market with the Bluebell Group

10月 31, 2023

Iconic Eyewear Disruptor GENTLE MONSTER debuts in Australian domestic market with the Bluebell Group

October 2023 – Bluebell Group, Asia’s leading omnichannel brand operator and distributor, announced today the launch of iconic Korean fashion eyewear brand, Gentle Monster, in the Australian domestic market. This move marks a continuum of the successful cooperation between the brand and the Bluebell Group with the first travel retail airside space in the Southern Hemisphere for the brand at Sydney airport, opened in November 2022. 

The brand’s newest space in Sydney, located on the ground floor at David Jones Elizabeth Street, will greet visitors with its infamous kinetic art installation, coined the ‘Giant Head,’ which continues to fascinate travellers at Sydney International Airport. The Giant Head, 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. The space officially opened 25 October 2023, bringing Gentle Monster’s one-of-a-kind retail experience to the Australian market.

The Bluebell Group leverages its local market and category industry expertise and works in close collaboration with Gentle Monster to oversee all operations, marketing initiatives, and the future development of the brand in the Australian market, with a flagship store set to open in July 2024.

Nelly Ngadiman, Managing Director, Bluebell South East Asia & Australia expressed her delight in introducing Gentle Monster to Australia: “This first opening in Sydney’s domestic market is a significant milestone for both the brand and Bluebell; it is a recognition of a close and successful partnership. I am honoured for the trust that Gentle Monster has placed in our teams, and to be part of the process of the exciting future for the brand in Australia. The brand’s uniqueness and disruptive nature in the fashion eyewear category enhances our teams’ commitment to retail excellence even further.”


Founded in 2011 in South Korea, Gentle Monster has gained recognition for its audacious and innovative storytelling, aiming to ignite emotional passion through its unique approach to fashion. The brand’s unconventional philosophy is evident not only in its product selection but also in its collaborative ventures and the way it redefines the traditional brick-and-mortar store concept. Gentle Monster continues to push the boundaries of creativity with daring projects and sophisticated product offerings, further solidifying its pioneering position in the world of fashion and design.

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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.

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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