Belgian bag brand Kipling to expand presence in Cebu with new stores

RECOGNIZING Cebu as a key market in the Philippines, Belgian bag brand Kipling announced it is expanding its presence here with the opening of its renovated concept store in SM City Cebu this month.

The brand, which is exclusively distributed in the Philippines by Greyhound Marketing Corp., is also set to open another store here before the end of the year.

Greyhound Marketing Corp. brand manager Millet Antonio said the new Kipling outlet is a much bigger concept store with close to 100 square meters, with interior aesthetics designed for women who are creative and stylish.

The expansion in Cebu, according to Antonio, is driven by the tremendous shift of sales from Asia.

She noted that at least 60 percent of Kipling’s global sales came from Asia, led by China, with its over 300 stores. The Philippine market, meanwhile, is included in Kipling’s top five growth markets in Asia. The Philippines has 13 Kipling stores nationwide.

“The market is catching up. It is growing quite well, and it grows more than expected,” said Antonio.

Kipling’s expansion in the country will be concentrated in mega cities. While Cebu can still accommodate two more additional stores, the availability of space is a problem.

Antonio said the Filipino’s improv- ing spending power and growing interest for high-quality products will further drive sales of Kipling here. This is boosted by the growing number of Filipino travelers who will likely consider the Kipling brand because of its new styles and high quality fabric.

Kipling is known for its crinkled nylon fabric category handbags, backpacks, luggages, tote bags, wallets and other accessories. It has been in the Philippine market in the last 10 years.

The fashion brand founded in 1987 in Antwerp, Belgium. It is part of VF Corp. since 2004 and is a sister brand of Jansport, North Face, Timberland, Lee, Wrangler, and 7 for All Mankind.