French style that changes with the times

It is a brand that offers everything French, from fashion, watches and bags to gourmet food, coffee, sandwiches, chocolate, mooncakes, flowers, art, films, music, books and make-up.

Now, fresh produce is about to be added to the world of Agnès b, the French brand that designer Agnès Trouble founded in Paris in 1975 and brought to Hong Kong in 1995.

The sumptuous portfolio, however, is confined to Hong Kong, outside its French home turf, as punishing competition and soaring rents force the fashion house to diversify.

"Competition in the retail market has changed a lot in recent years with fast fashion getting more popular," Agnès b HK assistant general manager Peter Leong said. "We are constantly finding new ways to keep our customers."

A witness to sweeping changes in Hong Kong's retail sector over the past 18 years, Trouble owns and runs 35 stores in the city. Her empire stretches from France, with about 50 stores, to Asia. It owns and runs 150 outlets in Japan, 25 stores in Taiwan, 10 and a combined 17 in Beijing and Shanghai. A further 17 stores operate in other mainland cities through a franchisee.

Trouble, a 72-year-old mother of five who is looking forward to the birth of her 16th grandchild, still treats Agnès b as her baby, Leong says, and is closely involved in the design and production of fashion.