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SIDEFAME LTD was established in 1987 as the retail subsidiary of FENIX GROUP HOLDINGS LTD. Headquartered in Hong Kong, SIDEFAME operates offices and retail stores in Hong Kong, China, Macau and Singapore. The Company markets a range of fashion and lifestyle brands, around the region, through joint venture and franchise agreements.

SIDEFAME represents a growing portfolio of exclusive labels and is the main force behind the Milan-based label ANTEPRIMA, founded in the year 1993 by Izumi Ogino. Designed for a woman of all seasons: Intelligent, confident, feminine and joyful, ANTEPRIMA is a total lifestyle brand with collections of woven, knitwear, handbags, shoes, small leather goods as well as 12 licensed collections, each perfectly refined to channel a woman’s worldly sophistication.


One of the materials ANTEPRIMA works with is an exclusive wire manufactured in Italy, crafted in a wide range of colors and hand knitted into wire bags that gleam with just a hint of light. Since its debut in 1998, ANTEPRIMA WIREBAG has evolved into a stand-alone diffusion line and fashion icon status.


In 1994, SIDEFAME LTD introduced Paris-based avant-garde Japanese designer ATSURO TAYAMA’s main collection as well as his original and girlish diffusion line A.T to Hong Kong. Today, both of the designer’s labels have successfully built up a very loyal clientele in Hong Kong as well as in major Chinese cities like Shanghai, Beijing, Shenzhen, Hangzhou, to name a few.


As a further diversification to the Company’s business, a select shop COCKTAIL was launched in 2002, bringing together handful of young and up-coming designers sourced from around the globe. COCKTAIL La Mode was also opened in Shanghai, Beijing and Shenzhen in the last quarter of 2010.


45R, a Japanese brand that has been committed to producing the most refined yet tasteful garments that offer genuine handcrafted details and Indigo hand dyed techniques since 1978, was launched in October 2008, following Tokyo, Paris, New York, with Beijing to follow in 2011.


Marimekko, the Finnish textile and clothing design house renowned for its bold prints and colours, opened its first store in Hong Kong in May 2012. Founded in 1951, the array of Marimekko design embraces household products from furnishing fabrics to tableware as well as clothing, bags and other accessories for people of all ages. The first Hong Kong store is located in Causeway Bay and through its unparalleled patterns and unique identity, has been gathering fashion lovers and tastemakers alike.


Henry Cuir is a unique handcrafted Italian brand that has been designing fine leather goods since 1970s by Founder Henry Beguelin, who has been upholding his belief for the beauty of nature, love and peace in his creations. The Henry Cuir collection of leather bags, shoes, accessories as well as its most unique home items, all one-of-a-kind and handcrafted out of its studio in Italy, are presented in its debut boutique on Star Street, Wan Chai since October, 2012.


SIDEFAME LTD also launched a private label “CODE” card in collaboration with HSBC (The Hongkong and Shanghai Banking Corporation Ltd) in 2001 and since then, acquired over 200,000 cardholders to-date.