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RETAIL | Staff Reporter, Hong Kong

Blanc des Vosges is providing French luxury in Hong Kong

The company draws a wealth of experience from multiple generations.

Hong Kongers who wish know the idea of French comforts are finally finding out for themselves since Blanc des Vosges set up shop this year. The French brand, established in 1843 in Gerardmer, in the Vosges region of North-eastern France, offers a broad collection of high quality bed linens and a range of luxurious home accessories, all 100% made in that country.

"We have opened our first retail store in Hong Kong in late June this year in SOGO Department Store, Causeway Bay, as well as our first pop up store at Eslite Cityplaza in October," says Jean-François Birac, head, Blanc des Vosges. The great-great-great nephew of founder François Hans, Jean-François Birac is the one from the fifth generation to run the family business.

"The store has contemporary decor to display our range of products - from our signature bed linens, cushions, throws, table linen and towels to kimonos, bathrobes and home fragrances."

Birac says that in terms of product selection, Blanc des Vosges is able to adapt their product selection to tailor to the needs of each customer. "We understand that each market has its own specificities and therefore we have selected a high-end assortment for Hong Kong evocative of French "Art de Vivre", such as jacquard combed cotton," he says.

"All our bedding is made of light, breathable 100% combed cotton, equivalent to Egyptian cotton, avoiding the uncomfortable heat that can be experienced under the synthetic sheets commonly available in Hong Kong," he continues.

Birac also notes that custom-made services can also be arranged for customers’ with out-of-dimension or uniquely shaped beds, including beds on private yachts or planes.

Fit for Hong Kong

From its establishment, Blanc des Vosges has since flourished and expanded to over 25 countries, including Hong Kong. During this growth, Birac has ensured the company stayed true to its roots and preserved its 170 year-old heritage of high-quality home linen, designed and manufactured entirely in France.

He has a clear vision for Blanc des Vosges and is determined to continue the legacy the brand and share with the world the French Art de Vivre. "Although Blanc Des Vosges is now a key home linen player, remember that just over 10 years ago, our products were only sold in the French market," Birac notes.

Today, Blanc des Vosges is successful in over 25 countries. "Of course, the high quality of our French products attracts our customers, but they are also impressed with our history, our 170 year-old mastery and our passion for French 'art de vivre,'" says Birac. "We want to position Blanc des Vosges as an international brand recognised within the home linen industry."

Because Hong Kong is known for its dynamic atmosphere, Birac is sure their customers will appreciate going home to a luxurious bed at the end of their day. Blanc des Vosges is now working on brand development in Mainland China, and hopes to start in Shanghai soon.

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