Our History

Our history


Where it all began

Peter Goemans opens a perfume store in Cannes, on the French Riviera, the first Bluebell boutique. Shortly after, he begins selling European luxury goods in Asia, which led to the foundation of Bluebell Group in 1954.


Bluebell imports the first luxury European goods to Japan

First boutique in Japan opens, sharing beautiful, inspiring and luxurious European goods with Japanese consumers.


Lanvin expands to Asia

Lanvin partners with Bluebell to bring their signature fragrances to Asia. Since the mid-1920s Lanvin perfumes had been the go-to scents for Europe's luxury consumers, and the French brand was one of the first to see potential in Asia.


Seoul office opens

Korea office opens in Seoul to support Brand Partners with further growth opportunities.


Jean Patou partners with Bluebell

Jean Patou partners with Bluebell to establish the renowned brand in Asia.


Michel Goemans, founder's son, takes the helm

With his wife Catherine, they pioneer the concept of premium fashion boutiques in Asia, building networks in HK, Singapore and Guam. In the decades to follow, these stores become the launch platforms for many now- legendary fashion labels.


Igniting a lifestyle

Dupont lighters partner with Bluebell in Asia, adding a new category of products catering to luxury connoisseurs in the region.


Hong Kong and Singapore offices open

Hong Kong and Singapore offices open to support Brand Partners with further growth opportunities.


Louis Vuitton partners with Bluebell to conquer Asia

Louis Vuitton partners with Bluebell to launch the brand across Asia, at the time a pioneering move to be one of the first luxury brands directly present in the region.


Davidoff lands at The Peninsula

Davidoff Lounge opens at the Peninsula Hotel in Hong Kong. The brand’s first store in Asia, the pioneering partnership with Davidoff introduced cigar culture into Asia. In 2016 the partnership became a joint venture.


Kuala Lumpur office opens, strengthening opportunities across SEA

Malaysia office opens in Kuala Lumpur to support Brand Partners in Southeast Asia with further growth opportunities.


Milan office opens

Milan representative office opens, supporting on coordination with Italian and other European based luxury, premium and lifestyle brands with high potential in Asian markets.


Bluebell sets up shop in Taipei

Taipei office opens to support Brand Partners with further growth opportunities.


Moschino hits the Asian markets

Moschino partners with Bluebell to launch the brand across Asia and setup a regional distribution network.


Shanghai office opens

China office opens in Shanghai to support Brand Partners with further growth opportunities.


New York, New York!

New York representative office opens, supporting on coordination with US-based luxury, premium and lifestyle brands with high potential in Asian markets.


Sophie and Laurent de Rougemont join the family business

The family’s third generation, Sophie and Laurent become an integral part of Bluebell and move to join the company’s headquarters in Hong Kong. 


Bluebell in Thailand

Thailand office opens in Bangkok to support Brand Partners in Southeast Asia with further growth opportunities.


We’re online!

First e-commerce site launches, offering Davidoff cigars across Asia.
Website: www.nextcigar.com


An innovative and world-leading POS system

Invested in Raymark, a Canadian POS software company, and assisted the company to develop a system capable of handling a multi-currency, multi-lingual, and multi-brand environment. Revolutionary at the time, investment in the company allowed for a quick and easy roll-out.


Jimmy Choo partners with Bluebell

Jimmy Choo partners with Bluebell to operate the brand in Asia, supported by direct investment in the brand through a joint venture with equity participation.


Connecting with Japanese Consumers

Opening of the first store under Bluebell’s own Atelier des Parfums concept. A multi-brand environment in department stores created to address a gap in the Japanese market for fragrances.


The Luxury Business Institute

Launch of the Luxury Business Institute, a leading consultancy and training organization specialized in the luxury industry. With branches in Seoul, Jeju and Shanghai, LBI supports luxury brands with consultancy and training services through a wide range of customized solutions provided by field experts.
Website: www.lbi-korea.co.kr


Transformation: Bluebell’s digital vision

Establishment of Bluebell’s digital division in order to transform, support and improve digital operations of Brand Partners throughout Asia.


Opening of Louis Vuitton’s Incheon flagship

Louis Vuitton partners with Bluebell to launch and operate its only aiport Duty Free store in Asia, at Incheon International Airport, Seoul, Korea.


Carven and Bluebell venture ahead

Carven partners with Bluebell, entering a joint venture with equity participation to secure the right retail locations and leverage traditional and digital marketing strengths to connect with Asian consumers.


I Do! Pandora partners with Bluebell

Pandora partners with Bluebell to take over the underperforming business from a previous agent. With a re-organized and expanded store network in better locations, the brand was repositioned and sales grew from negative to positive.


The largest Travel Retail operator in Korea

Bluebell becomes the largest Travel Retail operator in Korea, working with over 40 Brand Partners in the competitive duty free market.


Acquiring Retail in Asia

Retail in Asia is acquired, a pioneering free news website dedicated to the Asian retail industry. With over 18,000 high-level subscribers, the outlet provides readers with the latest news, reports, trends, events and openings that are happening across the Asian retail landscape.
Website: www.retailinasia.com


Bluebell Studio

Bluebell Studio is established, a wholesale lifestyle division offering distribution and marketing strategies for up-and-coming accessory and lifestyle brands.


Salon des Parfums and Petit Jardin des Parfums launch in Japan

Opening of the first stores under Bluebell’s own Salon des Parfums and Petit Jardin des Parfums concepts. Multi-brand environments in department stores, Salon des Parfums offers a small and exclusive selected range of Maison fragrances, while Petit Jardin des Parfums is designed entirely for millennial consumers.


Growing top talent: Bluebell Retail Academy begins

Launch of the Bluebell Retail Academy, an in-house luxury retail training program to ensure the front-line staff of our Brand Partners are operating with the highest levels of customer service and satisfaction across Asia.


A new concept for Malaysia: b.space

b.space, a store targeting millennial male consumers opens at Pavilion, Kuala Lumpur. b.Space is a retail concept innovated by Bluebell to reach an underserved consumer segment in the fast growing Malaysian market.


Growing cross-border e-commerce: Investing in Star Brands Asia

Expanding our footprint in Mainland China with an investment in Star Brands Asia - experts in cross-border e-commerce for beauty and cosmetics brands entering the market. SBA has been instrumental in establishing niche brands in the market, most recently launching Morphe, which became a top 10 TMALL flagship store for eyeshadow.


Manolo Blahnik opens Omotesando flagship store

Omotesando is the Tokyo equivalent of Paris’ Champs-Élysée, constantly bustling with brand-name shoppers, trendy youth and international tourists - the Manolo Blahnik flagship is brand's seventh store in Japan with Bluebell, a partnership which has led to Asia wide store openings including Tokyo, Osaka, Nagoya, Kuala Lumpur and Taipei.


Bluebell launches new fragrance concept store, Jardin des Parfums

The lifestyle fragrance concept store is focused on the younger generation. It offers a sleek urban neutral design for the brands to stand out.


Bluebell Korea celebrates its 60 years

Opened in 1960, Bluebell Korea proudly carries 50 of the world’s most prestigious brand partners in over 400 POS across the country.


Bluebell enters Cambodia

Oxley-Worldbridge enters into Memorandum of Understanding with the Bluebell Group, to manage the retail mall of the landmark development, the Peak, in the heart of Phnom Penh, Cambodia.


Star Brands Travel Retail, Hainan, China

Bluebell extends its investment in Star Brands Asia, to partner in its expansion in China’s travel retail sector. 



Sabon launches with Bluebell in the Singapore market, with a digital first presence.


L’Atelier des parfums launches in Korea

Bluebell expands its L’Atelier des Parfums concept to Korea, as part of the Group’s strategy to strength its presence in the Korean domestic retail market.


Bluebell enters the Australian market

Bluebell launches operations in Australia.