EXCLUSIVE: Bluebell Group Takes Minority Stake in Translatio

SHANGHAI — Bluebell Group, a veteran middleman known for helping Louis Vuitton first expand in the region, is taking a minority stake in Translatio, a distributor in Mainland China, to ramp up its exposure to the world’s largest luxury market.

Bluebell’s reach is much wider both in terms of geography and category. It operates across 10 markets, partnering with some 150 brands in the luxury and affordable luxury space. Besides fashion, footwear and accessories, it also deals in beauty, gourmet, jewelry, watches, eyewear and tobacco, and is the largest duty-free operator in South Korea, which prior to COVID-19 was the largest duty-free market in the world.

Bluebell was founded by French businessman Peter Goemans, who first opened a perfume store in Cannes. Shortly after, he began selling European luxury goods to Asia and founded the group officially in 1954. Japan and South Korea are the firm’s top markets today. Lee added that they’ve seen more brands reach out to them but that “it’s something we have to take and measure because it’s not a China solution right away.” Typically, Translatio requires a one-year runway for a brand to start trading.

While the executive described the drop in sales from the first outbreak of COVID-19 as “catastrophic,” in subsequent waves, domestic demand held strong, he observed.

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