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Eden Park to open 50-plus shops in Asia by 2019

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 Image: Eden Park
 

Eden Park, founder of French leisure fashion brand Eden Park, reveals his design philosophy, business in the Middle East and his ambitions for Asia.

 

What was the inspiration behind Eden Park?

I spent seven years studying architecture in Paris at the Beaux-Arts. Very early on, I knew that something would happen in the world of design, whether it was in architecture, design or fashion.  At that time, we were supposed to create beautiful things and I just didn’t know that it was going to be clothes. I discovered rugby early in my life and it rapidly blended with my studies, which led me to designing clothes. I began to play with the concept of the pink bowtie that later became the Eden Park’s logo. Then we knew that we had a marketing story, along with a concept, on the table – we just had to make something out of it.

The design of the rugby team’s jerseys came naturally because of how it influenced my life, so we created the first one with our pink bowtie on it and Eden Park was born.

 

What is the brand’s design philosophy?

We mix the brand’s DNA and latest fashion trends in order to make Eden Park clothes a must have; I don’t like the word institutional, because it means old.

 

From a global perspective, which regions are the strongest for Eden Park?

France is where we are the strongest, along with Belgium and Switzerland. Close second comes the Middle East region. We are planning to open a shop in Abu Dhabi for the local market, but also because of the large number of French expats there. Beirut is also important and we are opening one there, while Kuwait has two shops.

Our next goal is Asia. We have a project of more than 50 shops in five years. It is a joint venture in China with a good partner.

 

How has the Middle East market grown for you?

If we take the example of Dubai, Jad, our regional manager, has done a tremendous job with the shops; he is expecting to open a second one. It was a slow beginning, but now the profits are very high.

Brand awareness in the region is pretty high; we are in Kuwait, the UAE and soon Lebanon. We consider the region as a land of opportunity and we are trying to make the most of it.

 

Since quality is a focus, where do you source your materials?

Eighty five percent of our shirts is made in Italy; we are really pushing Italian fabrics into our lines. I am not supporting any country in particular – I am pushing good products. It can be in Peru for its magnificent cotton, even China also has high-quality cotton to offer. We are looking for the right factories and the right people to build long-lasting products and relationships; we have partners we’ve been working with for the past 25 years.

We are now present in 36 countries and we need strong partners for the brand to continue its expansion.

 

What advice would you give to the next generation of entrepreneurs?

Today, the key is to be fast. As soon as you have an idea, you have to push it; you have to wake up every day and try to make your dream come true. If you fail, find another idea and go with it. Failure will make you better. It may be easy for me to say that because my idea worked, but people should believe in themselves and follow their passions.

 

 

Originally published on Aficionado, a sister publication of LuxuryMena.com