Jimmy Choo, a name that has become synonymous with luxury footwear, is one of the most recognized and celebrated brands in the fashion world. Known for its glamorous, high-quality shoes, Jimmy Choo has adorned the feet of celebrities, royalty, and fashionistas around the globe. From its humble beginnings in a small workshop in London to becoming a global luxury powerhouse, the history of Jimmy Choo is a fascinating tale of craftsmanship, creativity, and strategic business acumen.
Founding and Early Years (1980s-1996)
The origins of Jimmy Choo trace back to the late 1980s in London, where Malaysian-born shoemaker Jimmy Choo Yeang Keat began his journey. Born into a family of shoemakers, Choo learned the craft from a young age. After studying at the prestigious Cordwainers Technical College in London, he opened his first workshop in 1986 in an old hospital building in East London.
Choo’s handmade shoes quickly gained a reputation for their exceptional quality and unique style. His craftsmanship caught the eye of British Vogue, which featured his creations in an eight-page spread in 1988. This exposure catapulted Choo into the limelight, attracting an elite clientele, including Princess Diana, who became one of his most loyal customers. Her frequent appearances in Jimmy Choo shoes helped solidify the brand’s status in the luxury market.
The Formation of Jimmy Choo Ltd. (1996)
The turning point in Jimmy Choo’s history came in 1996 when Choo partnered with Tamara Mellon, then an accessories editor at British Vogue. Recognizing the potential to transform Choo’s bespoke shoe business into a global brand, Mellon approached Choo with a proposal to create a ready-to-wear line.
Together, they founded Jimmy Choo Ltd., with Choo focusing on the creative side of the business, designing the shoes, and Mellon handling the business operations, including marketing and expansion. Mellon’s fashion industry connections and business acumen were instrumental in turning Jimmy Choo into a recognized luxury brand.
Early Success and Expansion (Late 1990s-2000s)
The late 1990s and early 2000s marked a period of rapid growth for Jimmy Choo. The brand’s ready-to-wear collection was an instant success, quickly gaining popularity among celebrities and the fashion elite. Jimmy Choo shoes became a staple on red carpets around the world, with actresses like Julia Roberts, Cate Blanchett, and Nicole Kidman frequently wearing the brand at high-profile events.
In 1998, Jimmy Choo opened its first boutique in London’s Motcomb Street, followed by flagship stores in New York, Beverly Hills, and Paris. The brand’s retail expansion was accompanied by the launch of a range of accessories, including handbags and small leather goods, which further established Jimmy Choo as a comprehensive luxury brand.
The company’s strategy of combining high fashion with exceptional craftsmanship paid off, and Jimmy Choo quickly became one of the most sought-after names in luxury footwear. The brand’s iconic designs, such as the stiletto heels and crystal-encrusted sandals, became symbols of glamour and sophistication.
Sale of Stake and Choo’s Departure (2001)
As the brand grew, so did the demands of running a global business. In 2001, Jimmy Choo sold his 50% stake in the company to Equinox Luxury Holdings Ltd. for £10 million. After the sale, Choo focused on his couture line, Jimmy Choo Couture, which remained separate from the ready-to-wear business. He continued to create bespoke shoes for private clients from his London workshop.
Tamara Mellon, meanwhile, continued to lead Jimmy Choo Ltd., expanding the brand’s global footprint and product offerings. Under her leadership, the brand diversified into eyewear, fragrances, and men’s footwear, further solidifying its position in the luxury market.
Private Equity Ownership and Further Expansion (2001-2011)
Jimmy Choo’s success attracted the attention of private equity firms, leading to a series of ownership changes that fueled further expansion. In 2004, the brand was acquired by Lion Capital, and in 2007, it was sold to TowerBrook Capital Partners for approximately £185 million. During this period, Jimmy Choo continued to grow its retail presence, opening new stores in major cities around the world.
In 2011, Labelux, a luxury goods group, acquired Jimmy Choo for an estimated £500 million. This acquisition marked another phase of growth for the brand, as Labelux invested in expanding Jimmy Choo’s product lines and global distribution network.
IPO and Continued Success (2011-2017)
In 2014, Jimmy Choo took a significant step by going public on the London Stock Exchange. The IPO valued the company at approximately £546 million. This move allowed the brand to raise capital for further expansion and increased its visibility in the global luxury market.
The brand continued to thrive, launching new collections and collaborations that kept it at the forefront of fashion. Creative Director Sandra Choi, who had been with the company since its inception and is also Jimmy Choo’s niece, played a pivotal role in maintaining the brand’s identity while introducing modern, innovative designs.
Under Choi’s leadership, Jimmy Choo embraced a more contemporary aesthetic, appealing to a younger, fashion-conscious audience while staying true to the brand’s glamorous roots. This approach ensured that Jimmy Choo remained relevant in an increasingly competitive market.
Acquisition by Michael Kors Holdings (2017-Present)
In 2017, Jimmy Choo was acquired by Michael Kors Holdings (now Capri Holdings Limited) for $1.2 billion. The acquisition was part of Michael Kors’ strategy to build a global luxury fashion group, and Jimmy Choo was seen as a perfect complement to Kors’ existing portfolio.
Under Capri Holdings, Jimmy Choo has continued to expand its global presence, with a focus on the Asia-Pacific region and e-commerce. The brand has also explored new opportunities in digital marketing and social media, engaging with a broader audience while maintaining its luxury image.
The history of Jimmy Choo is a testament to the power of craftsmanship, creativity, and strategic business leadership. From its humble beginnings in a small London workshop to becoming a global luxury brand, Jimmy Choo has remained at the forefront of fashion, continually evolving while staying true to its core values of glamour and quality. As the brand continues to grow under the ownership of Capri Holdings, it remains a symbol of luxury and sophistication, beloved by celebrities and fashion enthusiasts alike.