With a name that sounds consonantly similar to “Prada” and “Etro” (or them combined), I almost assumed Pedro to be yet another delicious Italiano luxury brand. A little mind workout reminded me that this Pedro was in fact the child brand of Singaporean Charles & Keith – Charles & Keith is a fast-growing Singaporean homegrown shoe retailer that focuses on fast fashion. They are very similar to ZARA and H&M, but with a focus on shoes. As of 2013, they have 303 stores worldwide and an online store that ships to the rest of the corners without the brand’s physical presence.
I think what really put the icing on CK’s already impressive profile is the acquisition of the company’s 20% shares by LVMH in 2011 – you know you’re on the right track when the company which also own Louis Vuitton, Marc Jacobs and Dior wants a piece of you.
** On a side note, LVMH have been on the hunt for potential Asian brands in Fashion and F&B since 2011 under the private entity L Capital Asia. Other Asian brands acquired: Sincere (Singapore), Emperor Jewellery (China), Ming Fung Jewellery (Hong Kong), Jones the Grocer (Australia) and etc.
Charles & Keith was founded in 1996, and they have been in the business of making affordable and trendy shoes for the ladies since then. In 2005, Pedro was born to deliver the men’s line, followed by the expansion into bags and accessories.
Thanks to Valiram group‘s invitation, we were at the media launch of Pedro Spring/Summer 2014 collection not long ago. When I was flipping through the beautifully shot and printed campaign catalogue, I knew damn well some of the shoes and bags would speak to you (because they spoke to me).
1) Minimalism – checked, 2) Old-school elegant but not boring – checked, 3) stylish and colourful but not too flashy, checked. CHECKED.
Flashback on the runway, followed by a closer look at the men’s shoes and bags from the campaign catalogue. More thoughts in the captions:
Those shoes and bags are now available at your nearest Pedro branches. I shall pay a visit when I drop by Pavilion KL soon.
Pedro is available in Ipoh, Johor Bahru, Kuala Lumpur and Penang.
The rest of the world? Go Store Locator