Wandler joins forces with the Bluebell Group to launch operations in Japan

9月 28, 2023

Wandler joins forces with the Bluebell Group to launch operations in Japan

September 2023 – Wandler and the Bluebell Group are pleased to share the news of their partnership in the Japan market. This collaboration is significant for both parties, blending Wandler’s aesthetic with Bluebell Japan’s market expertise, signalling a new chapter for the brand.

Wandler, renowned for its made in Italy luxury leather accessories, wants women to feel luxurious and bring optimism and color to their wardrobes. The designs are both functional and defined by their distinctive shapes, reflecting a commitment to practicality without ever compensating on style. Guided by the artistic eye of Elza Wandler, the founder explores a rich and intelligent color palette, skillfully blending craftsmanship and artistry. Wandler’s creative process is deeply influenced by modern art, nature and the otherworldliness of everyday life.

Bluebell Group, Asia’s leading omnichannel brand partner and operator, currently oversees a portfolio of 150 brands across the region, with over 50 global brands thriving within the Japanese market. Bluebell Group will extend its market expertise to Wandler this November, overseeing all operations, marketing initiatives, and management of e-commerce platforms to be launched in the future.

Joost Doeswijk, brand COO commented, “The only way to conquer a market like Japan is with a local specialist. We couldn’t have dreamed for a better partner than Bluebell Japan to help grow Wandler in the Japanese market.”

Serge Grebert, Bluebell Japan President added, “Wandler’s exceptional craftsmanship and functional luxurious designs promise to bring a fresh option to Japanese consumers. We look forward to a successful partnership with Wandler.”

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Wandler is a luxury brand which is committed to redefining craftsmanship, with an expertise and passion in leather. Clear in function yet refined in shape, Wandler combines a crisp take on femininity with an intelligent use of color while staying true to her Dutch DNA. Wandler connects optimism with a mature point of view, ease with an edge, eclecticism with elegance. 

The designer finds inspiration in modern arts, nature and the otherworldliness in every day life. Wandler constantly evolves into the next version of itself, pushing its style code to new heights to stay connected with its community and their ever evolving personal taste. 


Elza Wandler launched her namesake brand in late 2017. Born in Limburg, Netherlands, she studied fashion at the Amsterdam Fashion Institute. After having worked for a major global fashion brand she took her design, merchandising and branding experience to launch her namesake brand in 2017, built from scratch in just two months. Spotting a market gap for round bags, Wandler made her debut with the curved top-handled Hortensia bag in three sizes.

Elza designs pieces she wants to wear and what interests herself. It’s not based on some unrealistic perception of what a woman should be.

Understanding both the fashion and technical aspects together with her background in branding and brand building, has made Wandler the brand we know today. Elza believes that a business is not only your product, but how you communicate your own unique visual language which comes with it. Elza is part of the “Business of Fashion 500”. The BOF is the ultimate professional index of people shaping the fashion industry. Hand selected by the editors of BOF based on hundreds of nominations from their members, extensive data analysis and research. 


Bluebell Japan is the Bluebell Group’s first entry into the Asian market, established 69 years ago. Today in Japan, the Group has 700+ employees, operates direct retail as well as wholesale and e-commerce for 50+ leading fragrance, beauty, fashion, footwear, watches, jewelry, gourmet and cigar brands.

A family-owned group, Bluebell Group today has over 3,800 employees, 650 points-of-sale, US$2b in turnover.



Anne Geronimi                                                  


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