LeSportsac expands global footprint with Australian entry with the Bluebell Group

American lifestyle brand LeSportsac opened its first pop-up store in Sydney in late November, in partnership with Asian brand operator, Bluebell Group.

Located in The Galeries, a hub for fashion, art and dining in the heart of Sydney’s CBD, the new LeSportsac pop-up runs for six months and aims to provide an immersive experience for Australian consumers to explore and embrace the brand’s range of accessories.

Marking its Australia debut, LeSportsac is set to introduce its signature collection — the global Classic and Essential collection — to the new market. It also serves as an entry point to assess the market reception and explore the potential expansion of the brand into Australia, with an e-commerce site dedicated to Australia slated for mid-December.

As part of the entry, Bluebell Group will oversee all operations, marketing initiatives, and future brand development for LeSportsac in Australia, continuing the duo’s already established partnership in Singapore, Malaysia and Taiwan. 

“It is such a great honour for us to extend our existing partnership with LeSportsac in South East Asia and Taiwan to the Australian market,” said Nelly Ngadiman, managing director of Bluebell Southeast Asia and Australia.

“Our commitment to retail excellence and understanding local consumer preferences positions us as the ideal partner for LeSportsac’s entry into Australia. We look forward to a continued successful collaboration with LeSportsac and to growing the brand in the dynamic Australian market.”

Founded in 1974, LeSportsac boasts a large global footprint of over 400 retail stores in 20 countries. Renowned for collaborations with designers including Stella McCartney, Diane Von Furstenberg, Jonathan Adler and Gwen Stefani, LeSportsac offers a range of handbags, travel bags, totes, messengers, backpacks, and accessories, in a wide variety of colours and prints, and high performance materials.