Since Peter Goemans first pioneered luxury imports to Asia in 1954, his innovative and entrepreneurial legacy has remained from generation to generation through continuous discipline and quality of service. Bluebell’s name is today a mark of trust and performance.
Led by Michel and Catherine Goemans, we are a family run and self-financed group. We leverage our freedom to invest and develop ventures we strongly believe in. Partner oriented in our approach, our success is intrinsically linked to that of our partners.
To sustain the family’s long term promise and commitments, their daughter Sophie and her husband Laurent de Rougemont, third generation of the family, are actively involved in the business.
Sophie de Rougemont, CEO, Carven, and Laurent de Rougemont, Managing Director, Davidoff of Geneva Asia Ltd
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 the brand's seventh store in Japan with Bluebell, a partnership with has seen stores open across Asia in Tokyo, Osaka, Nagoya, Singapore, Kuala Lumpur and Taipei.
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.
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.
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.
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.
Bluebell Studio is established, a wholesale lifestyle division offering distribution and marketing strategies for up-and-coming accessory and lifestyle brands.
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 is happening across the Asian retail landscape.
Bluebell becomes the largest Travel Retail operator in Korea, working with over 40 Brand Partners in the competitive duty free market.
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.
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.
Louis Vuitton partners with Bluebell to launch and operate its only aiport Duty Free store in Asia, at Incheon International Airport, Seoul, Korea.
London representative office opens, supporting on coordination with British-based luxury, premium and lifestyle brands with high potential in Asian markets.
Establishment of Bluebell’s digital division in order to transform, support and improve digital operations of Brand Partners throughout Asia.
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.
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.
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.
First e-commerce site launches, offering Davidoff cigars across Asia.
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.
Thailand office opens in Bangkok to support Brand Partners in Southeast Asia with further growth opportunities.
New York representative office opens, supporting on coordination with US-based luxury, premium and lifestyle brands with high potential in Asian markets.
China office opens in Shanghai to support Brand Partners with further growth opportunities.
Moschino partners with Bluebell to launch the brand across Asia and setup a regional distribution network.
Taipei office opens to support Brand Partners with further growth opportunities.
Milan representative office opens, supporting on coordination with Italian and other European based luxury, premium and lifestyle brands with high potential in Asian markets.
Malaysia office opens in Kuala Lumpur to support Brand Partners in Southeast Asia with further growth opportunities.
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.
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.
Hong Kong and Singapore offices open to support Brand Partners with further growth opportunities.
Dupont lighters partner with Bluebell in Asia, adding a new category of products catering to luxury connoisseurs in the region.
Jean Patou partners with Bluebell to establish the renowned brand in Asia.
Korea office opens in Seoul to support Brand Partners with further growth opportunities.
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.
First boutique in Japan opens, sharing beautiful, inspiring and luxurious European goods with Japanese consumers.
Peter Goemans opens a perfume store in Cannes, on the French Riviera. The first Bluebell boutique, he eventually started selling European luxury goods in Asia which lead to the foundation of Bluebell Group in 1954.