Moorer, an Italian brand that produces clothing and accessories, is looking to the East with increasing interest. On 6 October, the new Hong Kong store was inaugurated inside the Sogo luxury mall: a small boutique to present the Veronese brand’s men’s, women’s and total look collections. Located on the first floor of the mall, the shop incorporates the dark colors characteristic of the brand’s flagships, alternating with the matt brass finishes of the shelves. For Moorer, who has always protected the excellence of Made in Italy, the Hong Kong store is the first step in the resumption of the development strategy in Asia that had already started, before Covid with the opening of the Ginza store. The brand, after having developed over the years a solid and targeted distribution network from a wholesales point of view, aims at a selective approach in the choice of cities and retail locations aimed at underlining the premium luxury positioning of the brand. “The Moorer style – underlines Moreno Faccincani, CEO of Moorer – has a very precise and recognizable world of reference and is rooted in the belief that there can be no compromises in offering the highest quality to our customers. I believe the time has come for us. to face the Asian market: after the stop imposed by the pandemic, it becomes crucial to have a presence in key points in China, Hong Kong and Korea, to consolidate the perception of excellence that local customers had known in our European boutiques. making it known to new customers who appreciate the discreet luxury of our products. “Southeast Asia represents a new frontier to explore. In October, new openings in China will be announced compared to Hong Kong, starting with Beijing and Shanghai and the strengthening of the presence in Korea. The strategy is completed by a targeted approach to the digital world both from the point of view of communication and from the point of view of sales channels. The goal for these stores, as for all the brand’s stores, is to present a brand mix that represents the entire lifestyle of the brand: not only outerwear but also knitwear, denim and accessories, for a reference universe that it ranges from the more classic end customer to new models designed for a more contemporary and ‘leisure’ audience, without betraying the brand’s DNA, in the name of tailoring quality and the use of high-performance materials of excellence.