Bag label opens its first standalone store in South East Asia

RADLEY the British bag label has come into its own. After having a presence in department stores in Kuala Lumpur and Penang, it has finally opened its first standalone store, right here in Pavilion KL. The label was founded in 1998 by Lowell Harder. While the label is mainly known for its bags it also has accessories such as shoes (but the local stores only stock bags at present). At the launch, the audience was entertained by up and coming stand-up comedian Kuah Jenhan. This was followed by a “fashion show”, featuring six non-professional “models”.

Various shapes and sizes: The range of Radley bags on its display wall.

The label is noted for its love of colour and hand-crafted, distinctive designs which is reflective of a slightly eccentric Englishness. While inspirations are sourced from all over the world, the core of its designs are home-grown. The use of colour is the essence of Radley. Colour is used to capture humour or display an emotion. To give off an attitude or make a statement. To add to character and to enrich. At least, that’s what Radley claims. The store in Pavilion is the first new concept store in South East Asia following the successful launch of the first new concept store in Metro Centre, Newcastle in the UK on Oct 2010.

“The new store concept is a result of direct dedicated research and will highlight our position as the UK high Street’s leading premium accessories brand. It aims to engage the consumer, whilst allowing for one universal brand signature. We are delighted with the remodelled concepts and look forward to seeing customer’s reactions”, said Radley chief executive office Sven Gaede. The boutique boasts of a store aesthetic which sees the interior visual merchandising incorporating the introduction of showcase walls, display tables and mannequins. All of which mirrors the brand’s values — attention to detail and expert craftsmanship.

Bag madame: A model showing the media some of the Radley bags.

A dramatic move from Radley’s current modern minimalist stores, this new in-store environment brings warmth and texture; a design that reflects Radley’s increased product offering and provides a richer, emotive brand experience in a bid to satisfy existing customers and to encourage potential new clientele. A partnership between Radley and Caulder & Moore, a retail design expert gave birth to this new retail concept. It reflects Radley’s unique brand DNA whilst creating a uniform brand identity and differentiating itself from its competitors. Radley’s other counter portfolio currently stands at eight within the following departmental stores in Malaysia; Isetan, KLCC, Robinsons, The Gardens, Parkson, Pavilion, Parkson KLCC, Parkson 1 Utama, Parkson Subang Parade, Parkson, Sunway Pyramid, and Parkson, Gurney Plaza Penang.

-thestar online.