Top Belgian bag brand continues to make inroads into China

The new boutique located in Chaoyang district is decorated with a pale gold metal effect inside, while images of the iconic Grand Place in Brussels grace the walls of the VIP room. Also, exotic leather pieces are showcased in a decorative black glass display, flanked by the distinctive 1960's Angolo Armchairs by Italian designer Corrado Corradi Dell'acqua.

Delvaux chairman and CEO Jean-Marc Loubier, with the support of the Milanese architectural studio Vudafieri Saverino Partners, has developed an exceptional boutique facade. Delvaux's signature white wooden paneling has been enriched with illuminated gold metal stripes, giving warmth to the outside walls.

Speaking about the latest Beijing outlet, Loubier says: "Every store is designed to look differently from the others to give a sense of diversity.

"We respect the original keynote of the mall and feel belonging to this place, and added only the light-emitting bar to inform people that we are here."

The new boutique is the first Delvaux store to offer onsite personalization, a service which allows clients to add their initials to purchased items. Clients can choose from two exclusive Delvaux fonts, including one which has been specially developed with Delvaux's signature crown for each letter. Available in different sizes and colors, clients have a multitude of choices for customizing their leather designs with their own style and fantasy.

Speaking about his plans for the company, Loubier, who acquired the company in 2011, says: "I want to combine the long history of the brand with a modern sensibility, and develop Delvaux into a brand that goes beyond fashion. We are pulling together these two elements, which normally are in the opposite positions, but this will make the brand interesting."

Loubier also says that the brand keeps an eye on the popular colors nowadays instead of following fashion trend blindly.

"We don't want to launch a bag every season, then it's out of fashion after six months. We don't work on trends, we work on real creations that will last. We focus on the high quality of bag and also the idea of sustainability," Loubier says. "Without these two things, Delvaux handbags won't be passed down from one generation to the next."