Bluebell is the brand
behind the brands

A pioneer of luxury in Asia

Bluebell Group is an omni brand operator, curator and distributor. In 1954 we pioneered the luxury industry in Asia, and have been introducing the world’s leading brands to the region ever since. We curate and distribute luxury, premium and lifestyle brands, and are the partner of choice across Asia, across product categories and channels.

MISSION

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.

MISSION

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.

VISION

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 them through our culture of entrepreneurship and enduring passion for beautiful brands.

VALUES

Integrity
Spirit of Partnership
Family Entrepreneurship
Performance Focus
Quality of Service

Our comprehensive Asia network covers ten markets – Japan, Korea, Mainland China, Hong Kong SAR, Macau SAR, Taiwan, Malaysia, Singapore, Indonesia and Thailand.

We manage complex distribution networks including flagship stores, shop-in-shops, counters, our own multi-brand omni-stores designed specifically for the Asian consumer, as well as a highly selective wholesale network, together with both direct e-commerce and marketplaces, covering domestic and travel retail.

Our long-standing relationships with local commercial partners enable us to provide global brands with the right choice of market entry, positioning and distribution points. Local partners also trust our authority and ability to bring the right selection of brands into their markets.

Targeting diverse cultures and market sectors, we operate across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, Eyewear and Tobacco.