Our history

Michel and Catherine Goemans

Shareholders

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 and Laurent de Rougemont

Sophie de Rougemont, CEO, Carven, and Laurent de Rougemont, Managing Director, Davidoff of Geneva Asia Ltd

Today

2017

A new concept for
Malaysia: b.space

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.

2016

Growing top talent:
Bluebell Retail
Academy begins

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.

2016

Salon des Parfums
and Petit Jardin
des Parfums launch
in Japan

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.

2015

Bluebell Studio

Bluebell Studio is established, a wholesale lifestyle division offering distribution and marketing strategies for up-and-coming accessory and lifestyle brands.

2015

Acquiring Retail in Asia

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.
Website: www.retailinasia.com

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.

2013

I Do! Pandora partners with Bluebell

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.

2012

Carven and Bluebell venture ahead

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.

2011

Opening of Louis Vuitton’s Incheon flagship

Louis Vuitton partners with Bluebell to launch and operate its only aiport Duty Free store in Asia, at Incheon International Airport, Seoul, Korea.

2010

London Calling! Bluebell’s UK office opens

London representative office opens, supporting on coordination with British-based luxury, premium and lifestyle brands with high potential in Asian markets.

2009

Transformation: Bluebell’s digital vision

Establishment of Bluebell’s digital division in order to transform, support and improve digital operations of Brand Partners throughout Asia.

2009

The Luxury Business Institute

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.
Website: www.lbi-korea.co.kr

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.

2004

Jimmy Choo partners with Bluebell

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.

2000

We’re online!

First e-commerce site launches, offering Davidoff cigars across Asia.
Website: www.nextcigar.com

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.

1999

Bluebell in Thailand

Thailand office opens in Bangkok to support Brand Partners in Southeast Asia with further growth opportunities.

1997

New York, New York!

New York representative office opens, supporting on coordination with US-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.

1989

Moschino hits the Asian markets

Moschino partners with Bluebell to launch the brand across Asia and setup a regional distribution network.

1983

Bluebell sets up shop in Taipei

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.

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.

1973

Davidoff lands at The Peninsula

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.

1970

Louis Vuitton partners with Bluebell to conquer
Asia

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.

1967

Hong Kong and Singapore offices open

Hong Kong and Singapore offices open to support Brand Partners with further growth opportunities.

1967

Igniting a lifestyle

Dupont lighters partner with Bluebell in Asia, adding a new category of products catering to luxury connoisseurs in the region.

1963

Jean Patou partners with Bluebell

Jean Patou partners with Bluebell to establish the renowned brand in Asia.

1960

Seoul office opens

Korea office opens in Seoul to support Brand Partners with further growth opportunities.

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, he eventually started selling European luxury goods in Asia which lead to the foundation of Bluebell Group in 1954.