King Power creates Antares lifestyle brand

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Gavin Lipsith

15-Aug-2006

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The company announces ambitious plans for its new in house brand, aiming for distribution on duty-free and domestic markets across Asia

King Power Group Hong Kong has developed a brand covering a broad range of products from fashion accessories to electronics, and has unveiled plans for wide distribution both in duty-free markets and beyond. The brand, named Antares after group founder Antares Cheng, will be launched in November.

Among the products sold under the Antares brand will be watches, entertainment systems, digital photographic equipment, business tools, home accessories, fashionwear and fashion accessories. The group said Antares products will be characterised by "great design, high quality standards and affordable, extremely competitive prices".

King Power has already submitted its first duty-free bid for the new brand, submitting a proposal for a 55sq m (592sq ft) mid-priced fashion concept store at Singapore Changi terminal two. Two downtown stores in Singapore are also planned, and the brand will also be launched at King Power stores in Macau, Shanghai and Hong Kong. The company also said that it plans to launch the brand on the Indian domestic market in early 2007.

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