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June 13, 2014

ISAIA launches Strategic Partnership with ImagineX

By Chris Boyle

Luxury Italian sartorial menswear brand – ISAIA and ImagineX Group, Asia’s leading retail, brand management and distribution company, announce a strategic partnership to aggressively drive the brand’s expansion in Greater China.

Based on its knowledge of the Asian market and extensive experience in menswear, ImagineX has mapped a strategic roll-out plan in key locations across Greater China, with the first ISAIA store to open in August in Landmark – one of the top-tier luxury shopping destinations in Central, Hong Kong. Stores in mainland China and Macau will follow.

The China move is part of a global expansion plan extending on ISAIA’s already strong network in major markets.

Founded in Naples, Italy in the 1920’s, family-owned ISAIA is synonymous with luxury tailoring: combining heritage and sartorial traditions with vibrant, eclectic design. “Made in Naples” is part of the brand DNA: each garment is created by master tailors and skilled craftsmen – passionate about details and obsessed with quality. Each store in Greater China will feature a tailor handpicked and trained by Italian master tailors, who will travel to the region as part of ISAIA’s Made to Measure program.ISAIA

ISAIA was first introduced to Greater China in 2011 by Lane Crawford, the iconic luxury department store and sister company of Imagine X within The Lane Crawford Joyce Group, and is one of the best performing brands in its menswear business.

ISAIA is at a very exciting time in our growth. We are inspired by ImagineX’s ability to truly understand the essence of our brand,” said Gianluca Isaia, CEO. “With a long legacy of knowledge, creativity and resources behind them, this partnership is a natural fit to achieve success in this market.

The Chinese consumer represents this idea of the “new gentlemen” – a sophisticated world-traveller who appreciates the highest quality products and creates their own sense of style informed by personality and a taste for luxury,” asserted Mr. Isaia.

“It is the perfect moment for ISAIA,” said Thomson Cheng, Managing Director, ImagineX. “The China market has long been driven by menswear with remarkable growth in the made-to-measure category and sustained luxury spend. With the evolution of the customer we are now seeing the emergence of the “new gentleman” and a move from classic tailoring to a more style-driven aesthetic and we believe ISAIA is uniquely placed to capture this opportunity.”ISAIA 1

ISAIA’s sartorial style – the innovative cuts, the luxury fabrication and detailing delivered with a signature irreverence – speaks to that man who has confidence, who is willing to define his own style, and who is on the increase in China,” Mr Cheng said.

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