Sidefame Ltd was set up in Hong Kong in 1985 to add a retail dimension to the Fenix story. Headquartered in Hong Kong, Sidefame operates offices and retail stores in Hong Kong, Shanghai, Beijing, Chengdu and Shenzhen. The Company markets a range of premium fashion and lifestyle brands in these regions, through joint venture and franchise agreements.

Sidefame represents a growing portfolio of exclusive brands and is the main force behind Milan-based labels ANTEPRIMA and ANTEPRIMA WIREBAG which were founded by Izumi Ogino, for women of all seasons: Intelligent, confident, feminine and joyful.

Other brands introduced to the Hong Kong and China market includes avant-garde, Japanese designer Atsuro Tayama eponymous collection and diffusion line AT; Marimekko, the Finnish design house renowned for its bold prints and colours as well as Japanese brand 45R, most reputable for its vintage inspired, tasteful Indigo garments with genuine handcraft details.

As a further diversification to the business, select shops Cocktail & The Little Shop were established to offer a thoughtful curation of fashion pieces in boho spirit and lifestyle ideas as well as artisanal jewellery.

Sidefame also launched in collaboration with HSBC a private label credit card in 2001.



www.sidefame.com.hk