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Charles And Keith Enterprise Award Essay

854 words - 4 pages

SBA 2009 Enterprise of the Year Award Charles & Keith (International) Pte Ltd Background From young, both Mr Charles Wong and Mr Keith Wong worked in their parents' shoe shop at Ang Mo Kio Central. Realising that foreign shoes were expensive and ill-fitting for the small feet of Asian women, and armed with some savings, they started their eponymous shoe label - Charles & Keith where fashionable and trendy shoes are sold at affordable prices. The very first Charles & Keith store opened in Amara Shopping Centre in 1996. Four more stores were added within two years. Charles & Keith saw the opportunities in overseas markets and expanded its global network. To date, there are 160 Charles & Keith ...view middle of the document...

A year later, it built its presence in Japan and Thailand through distribution. It also opened its first Philippines concept store. In 2002, it opened its second franchise store in Australia. It also began to distribute its shoes in Mauritius. In 2003, Brunei joined the list of countries in its franchise network.
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The brand further expanded with other countries such as Turkey, New Zealand and Greece that added to its distribution network in 2004. It also marked Charles & Keith’s first store in Dubai, Middle East. That same year, Charles & Keith pioneered the online store business through the launch of its e-store at charleskeith.com and was the first ladies footwear and accessories retailer to launch an online shop in Singapore. Before the year ends, Charles & Keith will be the first ladies footwear retailer to operate in Singapore Changi Airport and successfully introduced its handbags collection. During the following year, the Egyptian store started its operations. In total, Charles & Keith has expanded with 12 outlets in the Middle East region. It also extended its brand line Pedro that was successfully introduced in Singapore. 2006 marks the 10th year of Charles & Keith operations. Its franchise network now includes Pakistan, Thailand and East Malaysia, with Pedro introduced into Indonesia and Philippines. In 2007, Charles & Keith launched its accessories collection, comprising of shades and belts. The brand also launched a product line extension, The Signature Label, in Singapore and Indonesia. At the same time, it also welcomes Iran, Turkey, Vietnam, Jordan and Turkey into its...

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