Sambag Hong Kong Opening

A very girly affair was held to herald the opening of well-known Australian brand Sambag, and their first foray into the International market.

Sambag has chosen Sheung Wan’s hip Po Hing Fong neighbourhood as the location for its first overseas boutique. The Australian brand famous for its colourful ballerina pumps, affordable leather bags and cashmere hoodies, seen on Aussie A-listers such as: Elle Macpherson, Rachel Griffiths and Nicole Kidman, hosted a fab store opening on Thursday 1 November, 2012.

Sambag is catering to the mid-range market, a category quite poorly represented in Hong Kong, which has a love of either price-of-a-house luxury brands or cheaply (and poorly) made Chinese product that can be worn once and disregarded forever.

Sambag in fact brands itself as “Luxe Basics” and with classic designs (nothing overtly trendy in their collections), it is an affordable and well made luxury most normal working women can afford.

As founder and designer, Sam Wagner (who flew in from Sydney especially for the launch) said: “My goal is to create garments and accessories that women really want to wear – a casual urban uniform for women with style.”

As for the soiree? Well the PR girls at  did a great job of making a small store opening into a happening and talked about party. As the store is located in an up and coming side street of Sheung Wan (Heirloom and Magnolia both also located here), guests had the option to spill out into the car-less street, which turned it into a pseudo street party, combining with onlookers at another event at nearby Cat Street Gallery.

Inside, everything was girly and pretty and not overdone. Sambag signature duck egg blue coloured cupcakes, mini pavlovas (a nod to the brand’s Australian heritage), tuna sashimi’s, mini fritatas and free-flowing Perrier Jouet champagne served by pretty twins (hot boys for once, not girls),  Aussie DJ Eve Speciall spinning tunes and goody boxes of macaroons also died in the eye-catching signature hue, plus a handy voucher to use in-store, created a rollicking good event.

Following on the success of other recently launched mid-range brands such as Jack Wills, Kate Spade and Tory Burch, I think the brand is well poised to do quite well in Hong Kong. Look forward to seeing more of that powder blue in town!


6 Po Yan Street, Sheung Wan, Hong Kong

Tel: +852 2968 1285

Open everyday 11-7pm


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