Singapore-based footwear and accessories brand Charles & Keith is witnessing solid growth since its launch in 1996. The global brand, known for stylish shoes, bags and accessories, has today nearly 700 stores in over 30 countries, with a strong foothold in the Asia-Pacific and Middle East.
The brand is also available online and ships to nearly 60 markets worldwide, including Australia, Europe and the US.
Of late, the brand is specifically expanding its presence in the Asian market. For example, last year, it opened its biggest store (564-square-metres) in Chengdu, China. Earlier in 2024, the brand opened its first store in Japan, in the trendy Shibuya district in Tokyo. And in 2023, it had launched a big store in New Delhi, India offering a wide range of shoes, bags and accessories.
The brand recently teamed up with DRESSX, the world’s biggest platform where users can try on virtual clothes using AR and AI, for the launch of its ‘Summer’s Calling’ digital fashion collection on Roblox. This collaboration brought Charles & Keith’s stylish summer collection to life, enabling Roblox users to elevate their avatars with five digital pairs of shoes and five versatile bags.
Charles & Keith targets customers who seek contemporary designs at accessible price points. It has been working on improving its online presence and providing personalised shopping experiences. While the brand keeps its sourcing details private, it is a known fact that the brand works with different manufacturers across Asia, which helps to keep the supply chain flexible.
Charles & Keith represents a significant opportunity for Bangladesh in both sourcing and retail sectors. Its products are already available online in the country, but the brand hasn’t opened physical stores yet. Cities like Dhaka and Chittagong, with their growing shopping centres, are great spots for its future stores.
Also, Bangladesh’s well-established garment industry offers competitive production costs and skilled workers, not to forget that Bangladesh benefits from various trade agreements, which can facilitate exports to different countries. Moreover, Bangladesh is focusing on sustainable and ethical manufacturing, which matches Charles & Keith’s values. The brand works with groups like The Forest Stewardship Council (FSC), The Leather Working Group and The Textile Exchange to make sure it is completely sustainable in everything it does.
That’s not all! Charles & Keith is also going green with its packaging. It uses eco-friendly materials right from its shoe boxes to its shopping bags. It even uses recycled sugarcane pulp, which comes from sugarcane stalks, as a sustainable alternative to regular paper and packaging. Its products are made using water-based faux leather and the fabrics used are of recycled cotton and canvas, recycled polyester and nylon. By strengthening its sourcing partnerships in Bangladesh, Charles & Keith can further diversify its supply chain, ensuring a steady flow of quality products. It’s a win-win for the brand!
