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BRINGING IN THE HIGHLANDS WITH CLANSMAN LIFESTYLE
ntroducing a new cultural lifestyle brand into a vastly different demographic can prove to be difficult, as some parts of the culture may get lost in translation when it is being endorsed to another cultural group. Such was the case that Clansman Lifestyle found themselves in, but despite the challenges, they have found success in selling the Scottish lifestyle to customers in Hong Kong. Founded back in 2020 by husband Derek and wife Evon Wyllie, Clansman Lifestyle, a brand name operates under LOOC Limited. The couple leverages Derek’s retail and distribution background coming from corporations like Adidas and Evon’s legal background in financial institutions founded their base in Hong Kong with Evon as the Chief Executive Officer given her multi-cultural heritage and drive in business. With Hong Kong as their launching pad, the couple is looking at APAC as a growth region with the Greater Bay Area closely on their expansion radar. Currently, Clansman Lifestyle is actively distributing in Hong Kong and Macao. New Yaohan is Clansman Lifestyle’s first working partnership in Macao. Other than physical stores presence, the company’s cross-border e-Commerce platforms also reach out to South East Asia jurisdictions such as Malaysia and Singapore. By properly mapping out the company’s vision, goals, operation, and branding with strategic planning, corporate training, experiences, and foresight, Clansman Lifestyle distinguished themselves by winning the Natural Lifestyle Award at the 2022 High Flyers Awards presented by Hong Kong Business.
38 HONG KONG BUSINESS ANNUAL 2023
In marriage and in business, the couple found success Stemming from her stint as a stay-at-home mum, Evon has been fond of incorporating natural products into her daily routine, be it food, drinks, clothes, detergents, or skincare, and this has extended to the products that they offer. With Derek’s Scottish heritage and Evon’s passion for everything Scottish as well as their exposure in the corporate world, the couple were able to form strategic partnerships with local companies as well as recognition by various organisations which have helped them during the establishment phase of Clansman Lifestyle. One of the strongest partnership the couple has forged was a Hong Kong local logistic company with 200 employees which supports Clansman Lifestyle’s logistic and warehousing needs covering both online and offline businesses, B2B, B2C, import-export operations of the company. Clansman Lifestyle currently represents 7 Scottish brands exclusively in Hong Kong. In addition, Glencraft Hong Kong, a 177 year Scottish handmade mattress brand with Royal Warrant by the late Queen Elizabeth, is also working closely with Clansman Lifestyle in promoting Scottish cultures in Hong Kong. Clansman Lifestyle products are also on offer at Glencraft’s showrooms in Hong Kong and Macao. Despite starting at the height of the COVID outbreak, the company was able to respond to market changes quickly and showed flexibility in delivering quality products and services. Throughout the pandemic, Clansman Lifestyle was quick to form strategic partnerships, adapt their operations and flexible in changing their course to survive new market conditions and customer expectations.