Dutch luxury leather goods brand, Wandler, has announced its plans to enter the Japanese market through a strategic partnership with Bluebell Group, a major Asian distributor. Together with Bluebell Japan, this collaboration marks an exciting “new chapter” for Wandler as it combines its unique aesthetic with the market expertise of Bluebell Japan. While the specific terms of the agreement have not been disclosed, both companies are optimistic about their future together.

Joost Doeswijk, Wandler’s COO, emphasizes the importance of partnering with a local specialist like Bluebell Japan to successfully enter the unique Japanese market. He is confident in this partnership and believes that Bluebell Japan is the perfect fit to help grow Wandler in Japan.

The eponymous brand was founded by Elza Wandler in late 2017. Wandler, who hails from Limburg, Netherlands, studied fashion at the Amsterdam Fashion Institute and gained valuable experience working for a global fashion brand before deciding to launch her own label. The brand made its debut with the Hortensia bag, which featured a distinctive curved top handle and came in three sizes. Since then, Wandler has expanded its collection to include a variety of bags and shoes.

Serge Grebert, the president of Bluebell Japan, is confident that Wandler’s exceptional craftsmanship and functional luxury designs will offer a fresh and appealing option for Japanese consumers. He sees great potential for a successful partnership between the two companies.

Founded in 1954, Bluebell Group boasts an extensive distribution network that includes flagship stores, shop-in-shops, counters, multi-brand concepts, and a highly selective wholesale network. The company is also involved in e-commerce and marketplaces, covering both domestic and travel retail. With a presence in various Asian countries, including Japan, South Korea, Mainland China, Hong Kong, Taiwan, Macau, and Malaysia, Bluebell Group specializes in accessories, footwear, apparel, fragrance, beauty, gourmet, jewellery, watches, and tobacco.

1. Bluebell Group website
2. Wandler official website