Charles & Keith is marking 30 years in business.
From a single shoe shop in Singapore in 1996 to an international network of over 600 retail stores across more than 30 markets around the world, Charles & Keith is ready to celebrate.
Widely known in the States for its standout handbag collection, Charles & Keith actually got its start as a shoe company. Indeed, cofounders — and brothers — Charles and Keith Wong grew up helping their parents in a humble shoe shop in suburban Singapore.
They eventually opened their first Charles & Keith store at Amara Shopping Centre in central Singapore and moved away from the traditional model of buying footwear from wholesale partners, instead developing their own designs in-house based on what customers actually wanted. That business model became the foundation for the brand’s international expansion.
“Since our early teens, we learned the trade and, more importantly, learned to really listen to customers,” Keith Wong told FN in an interview. “We started by serving women who needed footwear for work and everyday life, with classic silhouettes like slingbacks becoming core to our DNA. As fashion engagement evolved, so did we by introducing more diverse, seasonal silhouettes. Boots, mary janes and sneakerinas are now bestsellers and central to our design identity.”
Now, 30 later, the company is taking a digital-first approach to its international expansion. “Our e-commerce site launched in 2004, making us one of the first Singaporean fashion brands online,” Wong explained. “We redesigned the platform in 2011 as we expanded international shipping, including to the U.S.”
Speaking of the U.S., Wong noted that the region “is an important market” for the brand, and is “encouraged by the healthy, consistent growth” seen year-over-year. He added that most of the brand’s sales in the U.S. happen via the company’s e-commerce site.
As for what resonates in the American market, Wong called out bags as seeing “particularly strong interest, likely because shoes benefit more from an in-person fit experience.”
“We’re especially encouraged by a younger customer segment gravitating toward our larger totes, notably our Calla and Lyla bags, for school and work,” he explained. “On footwear, we’ve seen real enthusiasm from industry insiders, with our pieces being picked up by fashion editors and celebrity stylists, appearing on the red carpet more than we expected; a lovely surprise! We’re excited to build on that momentum, particularly for styles balancing fashion with everyday versatility.”
All told, Wong noted that the brand’s strongest markets, in terms of directly owned and operated with an omnichannel presence, are predominantly in Asia, led by China, followed by its home market of Singapore and then Japan.
“We have over 600 physical stores globally, concentrated primarily across Asia and the Middle East, while our digital business reaches customers well beyond our retail footprint,” Wong noted.
In terms of how the company will celebrate its 30-year milestone, Charles & Keith has released a digital illustration film that draws inspiration from the brand’s journey over the past thirty years.
Rather than revisiting milestones through dates and achievements, the film aims to capture the “spirit and aspirations” that have accompanied the brand’s growth, culminating at the horizon — a symbolic meeting point between reflection and possibility, the company said.
The film sets the tone for a series of content and experiences that will be unveiled throughout the year, leading up to Charles & Keith’s milestone celebration later this year.
Looking back, Wong said that the biggest shift over the last 30 years has been speed and accessibility.
“In 1996, fashion lived in stores, magazines and traditional media; today, customers can discover, research and buy within minutes, anywhere,” Wong reflected. “Social media has also turned customers from an audience into active participants shaping what’s culturally relevant. We have to be more responsive, but the fundamentals haven’t changed: know your customer, make what they genuinely want, and build trust over time.”
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