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Who We Are
69+
Years of building trust
10+
Markets in Asia
3000+
Employees
160+
Brand partners
Our people  
A multi-cultural, diverse, passionate team, inspired by our founder’s entrepreneurial spirit.  
Join us

Our mission

 

Our vision

 

Our values

 

Our Mission is to be the partner of choice across Asia for luxury, premium and lifestyle brands; to share with the Asian consumer our enduring passion for all things luxurious and beautiful.

We are the brand behind the brands, since 1954.
For our brand partners

To build lasting brands and make them thrive across Asia.

For our local partners

To select the right brands for their markets.

For our people

To inspire through our family culture of entrepreneurship and our passion for beautiful brands

Integrity
We treat everyone with honesty, fairness and respect.
Family Entrepreneurship

We have inherited a culture of entrepreneurship from our founders, and use that spirit to pioneer new opportunities every day.

Spirit of Partnership

We believe in collaboration to build unique expertise and success, working closely with our brand and commercial partners for our mutual benefit.

Quality of Service

Service is at the core of our business; serving our brand partners, local commercial partners, and the Asian consumer through multi-channel retail excellence.

Performance Focus

We are committed to delivering results, for the long term benefit and growth of our employees and stakeholders.

Our Commitment to Sustainability
At Bluebell, we are committed to the communities and the environment in which we operate. Integrating sustainability at the heart of our business is a journey that we approach with humility. We have set certain objectives and it is our responsibility now to follow through on achieving those; focusing on our governance structure, the facets within our control of our environment impact and our social responsibility towards our people, our partners and our customers.
2023 Sustainability Report
Our story  
In 1954, we pioneered luxury imports to the Japanese market. Today, we are the partner of choice across Asia for luxury, premium and lifestyle brands.  
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1940s - 50s

1960s - 80s

1980s - 00s

2000s - 10s

Today

1948
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.
1959
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.
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.
1948
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.
1959
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.
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.
1960
Seoul office opens
Korea office opens in Seoul to support Brand Partners with further growth opportunities.
1975
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.
1967
Hong Kong and Singapore offices open
Hong Kong and Singapore offices open to support Brand Partners with further growth opportunities.
1960
Seoul office opens
Korea office opens in Seoul to support Brand Partners with further growth opportunities.
1975
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.
1967
Hong Kong and Singapore offices open
Hong Kong and Singapore offices open to support Brand Partners with further growth opportunities.
1982
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.
1993
Shanghai office opens
China office opens in Shanghai to support Brand Partners with further growth opportunities.
1983
Bluebell in Taiwan
Taipei office opens to support Brand Partners with further growth opportunities.
1982
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.
1993
Shanghai office opens
China office opens in Shanghai to support Brand Partners with further growth opportunities.
1983
Bluebell in Taiwan
Taipei office opens to support Brand Partners with further growth opportunities.
2000
We’re online!
First e-commerce site launches, offering Davidoff cigars across Asia. Website: www.nextcigar.com
2005
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.
2000
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.
2000
We’re online!
First e-commerce site launches, offering Davidoff cigars across Asia. Website: www.nextcigar.com
2005
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.
2000
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.
2014
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.
2022
Bluebell enters the Australian market
Bluebell launches operations in Australia.
2020
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.
2014
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.
2022
Bluebell enters the Australian market
Bluebell launches operations in Australia.
2020
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.