Sophie de Rougemont talks bringing Asia affordable luxury

The fashion director of luxury distribution company  Bluebell Group, which was founded by her grandparents, talks about her background in Asia and introducing new brands such as Carven, Charlotte Olympia and French confectioners Ladurée to the region. 

“Even though I’m French by blood I grew up in Japan and later studied in Europe. I spoke Japanese before I learned French. Fashion retail is in my blood – as soon as I could work, I would spend my summers selling perfume at department stores in Japan. After studying in Switzerland I went to Paris before returning to Asia to join Bluebell.

The company goes as far back as 1948. It started in the French Riviera, right after the second world war. My grandfather bought a perfume shop for my grandmother and they sold their products on a duty-free basis to soldiers stationed near Nice. One day an American officer told my grandfather that he was going to be stationed in Yokohama, Japan. My grandfather promised to visit and sell him some perfume which he did in 1954. That’s how it all started.

When my parents joined the company in the 1970s they diversified into fashion and worked with brands such as Moschino (now coming to 40 years), Lanvin, Blumarine and Louis Vuitton.

By the time I joined, fashion was the jewel in our crown. I had to experience other parts of the business first. I was involved with a small brand, Folli Follie, which had just one store. From that we built a strong network in the region and sold it back to the company.

A few years ago, I identified an opportunity within the affordable luxury segment. Our first big coup was Carven. In fact we used to sell Carven perfumes in our shop in Nice in the 1940s but when the brand relaunched I realised it could work in Asia.