Dunhill Seeking Makeover and Expansion

HONG KONG — Alfred Dunhill is working to get back to its roots. Although the brand is British, Dunhill derives the majority of its sales from Asia, where it operates about 150 stores, excluding Japan. And while Asia continues to be an area of focus, the company is also seeking to bolster its business in Europe and North America. “Asian people, particularly Chinese, are traveling a lot, so it’s crucial for them to see Dunhill in Europe and the U.S. as strong as it is in China. Also, it’s important for the company to be well-balanced all over the world,” said Fabrizio Cardinali, chief executive officer. To strengthen its presence, the company is planning more store openings, including a unit in Osaka, Japan early next year that will feature a new store concept. Dunhill is also planning to add stores in Paris, Milan and New York over the next two to three years. Cardinali said he couldn’t reveal much about the new concept yet, but it would be rolled out to all stores eventually over the next several years. Chinese luxury spending is under pressure from antigraft measures and a slowing economic climate, so luxury brands, particularly those in watches, jewelry and men’s wear,

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