How UK-based skincare line Bamford is adapting to changing trends in retail and sustainability – and why they’re opening a new Hong Kong flagship on Wan Chai’s Star Street

Oct 9 , 2024

Known for partnering with Cathay Pacific and The Upper House, UK-based skincare line Bamford is a favourite of in-the-know consumers – George Bamford discusses the brand extending its reach with its new Hong Kong flagship on Wan Chai’s Star Street. Photos: Handout

Luxury brands in Hong Kong

Known for partnering with Cathay Pacific and The Upper House, Bamford is a favourite of in-the-know consumers – George Bamford discusses the brand extending its reach with its new Hong Kong flagship

There’s a lot in store for fans of British lifestyle brand Bamford, which just opened its first flagship in Hong Kong. Located in Wan Chai’s trendy Star Street precinct, the new store is designed to make customers feel as relaxed as if they were spending a cosy day at home.

Of course, that feeling may already be familiar to frequent first or business class fliers of Cathay Pacific, the city’s flagship carrier, or guests of the popular and trendy Upper House hotel. Bamford products currently call both places home and the brand has developed a loyal following over the years.

George Bamford is the son of Bamford’s founder, Lady Carole Bamford

Style caught up with George Bamford, son of brand founder Lady Carole Bamford, and the brains behind ventures including Bamford Watch Department and Bamford Grooming Department, at the store’s opening to learn about the family’s secret sauce for pioneering sustainable luxury here in Hong Kong, as well as in their home country of the UK and beyond.

Tell us about Bamford’s existing footprint in Hong Kong, its partnerships with Cathay Pacific and The Upper House, and why this felt like the right time to open a physical retail store in the city.

Our relationship with Hong Kong has been deep-rooted for a long, long time. I’ve been coming here for 20 years. Cathay Pacific is absolutely an amazing carrier. We’re privileged to be part of that. Upper House is my favourite hotel on Earth. Even down to the run above it, Bowen Road – my favourite run in the world. I walked into the room and it’s like, Bamfordised, in such a beautiful way. It goes in sync with Bamford. Everything is very well thought through.

The interior of Bamford’s new Hong Kong flagship on Wan Chai’s Star Street

What’s the significance of physical retail stores in today’s economy?

I can discover [products] through Instagram, but I can’t feel this cup. I can’t feel the product. I can’t smell it. What’s happening – and we’re seeing it massively in Europe – is this push back to go and experience shopping, as long as it’s done well. Are the shop staff good enough? That’s your first discovery of the brand. During Covid, we discovered brands and then realised that the T-shirt didn’t fit. My size was off, or the smell was too feminine for me, or too masculine for my wife, but we’d already bought it.

Bamford products line the shelves in an aesthetic display at the new Hong Kong flagship store

At a physical store, you’ve got all your senses being used. Everyone keeps talking about online [being] the future. It is, but it’s the second, third, maybe fourth purchase. We now need that experience you can only get in store, in a certain place. It’s also something that’s discoverable – you want to discover the places around here because you go, “This feels right for me. Bamford’s in the right place.”