Jimmy Choo

Summary

Jimmy Choo is a British luxury fashion brand renowned for its high-end footwear, handbags, and accessories. Founded in 1996 by Malaysian-Chinese designer Jimmy Choo and British businesswoman Tamara Mellon, the brand quickly gained international recognition for its elegant, handcrafted shoes. Popular for its glamorous designs and celebrity clientele, Jimmy Choo became a red-carpet favourite, worn by icons such as Princess Diana and Hollywood stars. The brand expanded globally, offering handbags, fragrances and fashion accessories. In 2017, Jimmy Choo was acquired by Michael Kors Holdings (now Capri Holdings) for approximately £896 million, solidifying its status as a leading name in the luxury fashion industry.

History

The brand traces its roots to the early Nineties.. to London College of Fashion alumnus Jimmy Choo. After graduating in 1986 the Malaysian-born cobbler opened a made-to-order shoe boutique in London’s East End for private clients including Princess Diana. By 1988 it was featured in an eight-page issue in Vogue. There was no looking back since. After the sexy stilettos appeared in ‘Sex and the City’ where Carrie Bradshaw proclaims “Wait—I lost my Choo” it became the shoe of choice for everyone from First Lady Michelle Obama to Beyoncé and Duchess Catherine. In 1996 former British Vogue accessories editor Tamara Mellon – who took a £150,000 loan from her father – collaborated with Jimmy Choo and his niece Sandra Choi and grew the modest shop into global empire Jimmy Choo Ltd.

“Keeping innovation and energy flowing it key” Tamara Mellon told Vogue. “I dreamed of creating the perfect luxury accessory house, one that captures the hearts of women around the world. Even now with everything that we have accomplished we are far from resting on our laurels, what excites me most is the thrill of the next project, the next idea. And, while I am enormously proud of our brand’s heritage, I know the best is yet to come.”

The first store opened in 1997 on London’s Motcomb Street. The same year late Princess Diana was photographed on the red carpet wearing Jimmy Choo slingbacks. Two years later the company expanded to the United States, with stores in New York and Beverly Hills, and several boutiques in secondary outlets such as Saks Fifth Avenue. International expansion continued with Jimmy Choo stores in Sloane Street and Bond Street in London, Avenue Montaigne in Paris, Via Condotti in Rome, Madison Avenue in New York, Rodeo Drive in Beverly Hills and Ginza in Tokyo.

“There are no shortcuts… You have to know your craft and respect the fundamentals of shoe design. It can’t be borne purely out of creativity” Sandra Choi told Glamour. “When you’re Chinese and living with family, you just do work with family, It’s cultural. I was really into making things, and this world of fabrics, materials, and sewing machines was amazing to me.”

In 2001 Choo sold his 50 per cent share of the company to Equinox Holdings- a private equity firm- for a reported sum of $30 million. Mellon and co-creative director Sandra Choi stayed with the company and diversified into fragrance and eyewear. Today, Choo is no longer involved with the company he co-founded in an official or design capacity.

In 2004 Jimmy Choo- which had 23 stores- was sold to Lion Capital for a reported price of £101 million and was then  sold to TowerBrook Capital Partners the following year for reported £225 million. In 2011 Tama Mellon retired. Jimmy Choo was resold to Labelux for reported £525.5 million and the following year, the company hired Pierre Denis as CEO. With 177 stores in thirty-four countries, Jimmy Choo became the first luxury footwear brand to go public on London Stock Exchange.

In 2014 – with 177 stores in thirty-four countries – Jimmy Choo becomes the first luxury footwear brand to go public. About 25 per cent of the company was sold in a London IPO at $2.24, giving it a market capitalization of about $870 million. However, the tides turned once again. Jimmy Choo put itself up for sale in April 2017 and in November that year, was acquired by Michael Kors Holdings for reportedly £896m.

John D. Idol- chairman and chief executive officer of Michael Kors Holdings Limited- said in a company statement: “We are thrilled to have completed the acquisition of Jimmy Choo, which brings together two iconic brands to create a global fashion luxury group. Jimmy Choo has a rich history as a leading global luxury house, renowned for its glamorous and fashion-forward footwear, and is an excellent complement to the Michael Kors brand. We believe this combination further strengthens our future growth opportunities while also increasing both product and geographic diversification.”

In recent news, Jimmy Choo unveiled Hollywood star Chloë Sevigny as the face of its SS25 campaign, featuring the brand’s new collection ‘Hyper Glamour.’ Conceived by Paris-based Ezra Petronio and Lana Petrusevych, of Petronio Associates, the campaign evokes the energy, polish and playful attitude of the early 2000s.

Mission Statement

“We are committed to building a representative business that is empowered by our celebration of difference and enriches our creative solutions.”

Jimmy Choo’s mission is to cultivate a business environment that thrives on diversity, recognising that the strength of the luxury fashion brand lies in its ability to embrace and celebrate differences. By fostering a culture that values unique perspectives and backgrounds, Jimmy Choo empowers its team and clients alike. This commitment to inclusivity is not only about representation but enriching the creative process, ensuring that the brand’s designs reflect diverse influences.

At the core of this mission is the belief that true creativity flourishes in an environment where differences are valued and encouraged. Jimmy Choo understands that by embracing diversity, they can develop innovative solutions that resonate with a global audience. This approach allows the luxury brand to stay at the forefront of fashion, continually evolving and pushing the boundaries of luxury design while remaining true to its commitment to inclusivity and representation.

Vision

Jimmy Choo’s vision for his luxury brand has always been rooted in the pursuit of elegance, craftsmanship, and innovation. From the outset, he sought to create footwear that combined artistic flair with exceptional quality, ensuring that each design was both stylish and meticulously crafted. His commitment to handmade, bespoke shoes set the foundation for the brand’s reputation, making Jimmy Choo a symbol of refined luxury. By combining contemporary fashion trends with timeless sophistication, he aimed to provide women with footwear that exudes confidence, glamour, and individuality.

Beyond aesthetics, Choo envisioned a brand that would transcend footwear and evolve into a global luxury empire. Over the years, Jimmy Choo has expanded into handbags, fashion accessories, and fragrances, embodying the same dedication to quality and sophistication. His focus on empowering individuals through fashion has remained central to the brand’s ethos, ensuring that each creation enhances the wearer’s sense of style and self-assurance. With a legacy built on innovation and luxury, Jimmy Choo continues to define modern elegance while staying true to its founder’s original vision.

Awards and Recognition

Jimmy Choo has received worldwide recognition as one of the most prestigious luxury footwear brands, synonymous with elegance, craftsmanship, and high fashion. Founded in the early 1990s by Malaysian designer Jimmy Choo and British Vogue accessories editor Tamara Mellon, the brand quickly became a favourite among celebrities, royals, and fashion elite. The iconic stilettos have cemented Jimmy Choo’s status as a symbol of glamour and sophistication. Over the years, the brand has expanded its offerings to include handbags, fragrances, and accessories, further solidifying its place in luxury fashion.

In Britain, Jimmy Choo’s influence extends beyond the fashion world, earning recognition for both artistic excellence and business success. In 2003, Choo was honoured with an OBE (Officer of the Order of the British Empire) by Queen Elizabeth II for his contributions to the fashion industry. His work has been celebrated for its impeccable craftsmanship and ability to combine contemporary style with timeless elegance. The brand’s continued prominence in British and global fashion underscores its legacy as a powerhouse luxury brand.

Key Team

References

• Official website Jimmy Choo
• Jimmy Choo: I Was Princess Diana’s Shoemaker HuffPost
• Meet Sandra Choi Glamour
• Facebook page of Jimmy Choo Facebook
• How a boy from Penang became shoemaker of choice for British royalty South China Morning Post
• Luxury Lineage: A Brief History of Jimmy Choo Forbes
• 5 Pillars of Sustainability Jimmy Choo
• Youtube channel of Jimmy Choo Youtube
• Michael Kors Holdings completed acquisition of Jimmy Choo Post Online Media
• The Shoe Queen Vogue
• The ethos of hand craftsmanship Jimmy Choo
• Shoes who? The Sunday Morning Herald
• Twitter page of Jimmy Choo Twitter
• LinkedIn page of Jimmy Choo LinkedIn
• Jimmy Choo supports women Jimmy Choo
• Wiki page of Jimmy Choo Wikipedia
• Jimmy Choo finds right fit with sole couture line GMA News
• Instagram page of Jimmy Choo Instagram
• Care and Repair Jimmy Choo
• Jimmy Choo seeks well-heeled buyer BBC