Down under style moving on up

"When customers come to us, they can walk out with a head to toe outfit and a bag to accessorize," she says. "In the past 16 years, we have expanded to eight boutiques in Sydney, Victoria, Perth, Brisbane and Hong Kong in China. We have customers from around the world. Our e-shop sambag.com has received orders from the UK and South Africa."

Those customers include celebrities seeking casual luxury for off-camera days. Sambag's ballet flats have been spotted on Nicole Kidman as she and daughter Sunday Rose were out for a stroll. Sambag's one-piece swimsuit is also a favorite of Naomi Watts for beach days.

"I think our clothes are relaxed and comfortable, with a stylish fashion feel," says Wagner, explaining why she believes celebrities have picked up on her label. "They love to wear Sambag on weekends and when around their family."

Wagner cites her passion for travel and the art, design and culture of different countries as her sources for creative inspiration. She currently manufactures her products in China and Italy, while sourcing leather from Turkey, Italy and India.

For her first overseas store she found the mix of Chinese and international elements in Sheung Wan perfectly suited to her needs. "It's a fabulous, thriving and up-and-coming neighborhood in Hong Kong," Wagner says. "I love the city; it is almost a second home for me. I had, up until last December, family living there as well. I also am in Hong Kong and the Chinese mainland for work a few times a year, so I knew I would always be around to visit the store and the team."

Decorated inside and out in her signature shade of baby turquoise, the boutique's large-scale fabric lampshades add a domestic vibe to the interiors. Large windows from two lengths of the corner shop flood the space with natural sunlight.

Sambag's wide range of products are showcased alongside additional designers who complement Wagner's fashion philosophy. Sliding ladders help staff to reach appropriate sizes of products stored on upper shelves, making efficient use of every inch in the boutique's space.

"Of course I am excited by Asia and its growth in fashion. Hong Kong's love of international brands makes the city an ideal place to launch my lifestyle brand. At this stage, we have forecasted plans to launch more stores into shopping centers in Hong Kong and possibly the mainland.

"I think Hong Kong is the best place to reach Chinese consumers. I love the sophistication of the shopping scene. With a population of over seven million, high per-capita earnings and disposable income, shopping is a sport in Hong Kong.

"Hong Kong women are very stylish and fashion savvy. Their cosmopolitan lifestyle makes their looks and outfits stand out among other Asian women. I believe by building Sambag in Hong Kong, it will definitely benefit the brand's awareness among Chinese in the mainland."

"The Chinese market clearly has room for new and attractive brands and the first Sambag store in Hong Kong plays an important role in building the recognition and brand image. I am confident that bringing Sambag to Hong Kong will be the right way to move the brand forward and introduce the brand to the mainland market."