Belgian fashion brand expands presence in Cebu

CEBU, Philippines - Belgian bag brand  Kipling is expanding its footprint in Cebu with the opening of its renovated concept store in SM City Cebu  and  the launch of another store here before the end of this year.

Exclusively distributed in the Philippines by Greyhound Marketing Corporation, Kipling, known for its crinkled nylon fabric category handbags, backpacks, luggages, tote bags, wallets and other accessories, has been in the Philippine market in the last ten years.

In an interview with brand manager Millet C. Antonio, she said that the company will re-open a much bigger  Kipling concept store in Cebu, boasting close to 100 square meters space, with  interior aesthetics and visuals designed to conform with its sophisticated, “imaginesta” women  market.

While Asia, led by China, is the fastest growing market of Kipling contributing about 60 percent of the brand’s total worldwide sales, Antonio said the Philippines is catching up with 13 Kipling stores nationwide.

“The Philippines is growing quite well, and it grows more than expected,” Antonio said.

While Cebu market is capable of  accommodating two more stores, Antonio said availability of right commercial space is a problem.

Aside from strengthening its presence in the country, Antonio said the company also is now concentrating on renovating the existing stores to convert them to "House of Kipling" concept stores.

Kipling is a fashion brand founded in 1987 in Antwerp, Belgium. The brand is part of VF Corporation since 2004. Its  most famous collection is Basic, recognizable from its crinkled nylon fabric and its monkey zipper.

Kipling is a sister brand of Jansport, North Face, Timberland, Lee, Wrangler, and 7 for All Mankind. — Ehda M. Dagooc (FREEMAN)