October 2024 – Bluebell Group, Asia’s leading omnichannel brand operator and distributor, announces the opening of Gentle Monster’s first flagship boutique in Australia, bringing the Korean brand’s iconic eyewear and immersive experience to stylish and discerning clientele in Melbourne.
This momentous step marks the extension of a fruitful collaboration between the Bluebell Group and Gentle Monster since 2022, with the opening of the brand’s first travel retail boutique at Sydney International Airport in November 2022. A second Gentle Monster shop-in-shop located within the prestigious David Jones department store in Sydney followed in October 2023.
Today, the crown jewel emerges at Chadstone Shopping Centre in Melbourne, extending Gentle Monster’s full experience to Australian consumers. The 250-square-metre store occupies a prime spot on the shopping centre’s ground level. In true Gentle Monster fashion, a spectacular installation, the GIANT HEAD KINETIC OBJECT, is a defining feature of the store, highlighting the eyewear brand’s penchant for crafting compelling visual narratives that immerse customers into the brand’s universe.
Drawing upon its unparalleled local market and category expertise, Bluebell Group collaborates closely with Gentle Monster to support all facets of operations in Australia to craft innovative marketing initiatives and steer the future trajectory of the brand within the Australian market.
Nelly Ngadiman, Managing Director, Bluebell South East Asia & Australia expressed her excitement: “I am so proud of the opening of the Gentle Monster flagship boutique in Melbourne, which is the result of tremendous teamwork between the Gentle Monster and Bluebell. Our partnership with Gentle Monster is going from strength to strength, and we are honoured for the trust the brand has placed with us. Gentle Monster represents innovation and disruption in the fashion eyewear category, that we are confident the Australian consumer will embrace.”
ABOUT GENTLE MONSTER
GENTLE MONSTER is a global fashion eyewear brand that sets eyewear trends worldwide through its unpredictable and innovative advancements. With each annual collection, GENTLE MONSTER unveils distinctive and creative products, delivering brand value through diverse initiatives, including unique spaces and campaigns that embody experimental and sophisticated aesthetics.
Official Hashtag
@gentlemonster
#gentlemonster
ABOUT BLUEBELL GROUP
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 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.
www.bluebellgroup.com
PRESS CONTACT
Bluebell Group
Anne Geronimi
ageronimi@bluebellgroup.com