American home decor and accessory label Echo took its initial steps into the Hong Kong market this month, opening its first pop up store in the city at CENTRAL/CENTRAL.
Echo CEO Steven Roberts flew in to attend the launch party at CENTRAL/CENTRAL on 11 April, where Indian music filled the air as models showcased the latest Echo swimwear and guests enjoyed exotic refreshments and treats from henna artists.
The pop up store is part of CENTRAL/CENTRAL’s “Exotic Journey” themed display, which uses vivid colours and patterns to evoke vibrant cultures from around the world. The bedding, tableware, beach apparel, scarves, tote bags and other accessories that encapsulate Echo’s fun-loving spirit, all drove home the theme.
Echo, a 90-year-old family business, started out as a simple New York-based scarf company and has now expanded into bedding, accessories, swimwear and tableware along with its growing international presence.
“We challenge ourselves a lot,” explained Roberts at the launch event. “We introduce new products five times a year, and we’re constantly looking at customers' feedback. For example, our table top collections are a new initiative that launched six months ago. Handbags launched about eight months ago. Swimwear was three or four years ago. We enjoy being fresh.”
"You’ll see a pattern on a bag, and then the same pattern in a cover-up," he continues. "Then we’ll use the colors to accent a bathing suit."
More than simply Echo's pop-up store, CENTRAL/CENTRAL is the first venue to display all of Echo's product lines in one space.
"Never before, anywhere in the world, have we put all our products together in the same space,” noted Roberts. “We’ve put our accessories and swimwear together; we’ve mixed home with apparel products. CENTRAL/CENTRAL is the first place where the full range is delivered. It’s thrilling."
CENTRAL/CENTRAL showcases GRI Group’s diverse portfolio of designers in an artistic, flowing area, making it an easy choice to use the venue for Echo’s colourful Hong Kong debut.
CENTRAL/CENTRAL, opened in October 2011 at the heart of Central, offering a new retail experience to Hong Kong shoppers that centres on a continuing series of art and music presentations and VIP in-store events.
In additional to the Echo pop up store, the 18,000-square foot Pedder Street venue offers number of top labels including Anne Klein New York, Carolinna Espinosa, Easy Spirit, EQ:IQ, Joan & David, Karen Millen, Nine West and Steve Madden, all representative of GRI’s extensive brand management experience.
CENTRAL/CENTRAL-1/F, Central Building, 3 Pedder Street, Central, Hong Kong
This article is sponsored by GRI.