The Wong brothers were involved from childhood in the operations of their family's modest shoe store in the suburban Ang Mo Kio district of Singapore.

They often helped their mother with the shop's daily duties, learning the secrets of retail and customer service. It was their mother, with her entrepreneurial spirit and resilience, who inspired and motivated the boys, ultimately leading them to establish their own namesake shoe brand, Charles & Keith, in 1996.

The brothers' vision was to use the power of fashion to inspire women to discover their creativity and confidence.

The brothers soon realized that the traditional model of selling shoes purchased from wholesale suppliers lacked long-term sustainability.

In 1997, based on customer feedback, they began creating their own shoe designs. This was a revolutionary move: the brand gained recognition, and customers received exactly what they truly desired. The Wong brothers opened the first Charles & Keith store in the Amara Shopping Centre, located in central Singapore. As the business grew, the company phased out intermediaries and began working directly with manufacturing factories, thus establishing itself as a fully integrated and unique fashion brand.

This innovative strategy became the cornerstone of the brand's success and the guarantee of rapid expansion, first in Singapore and subsequently across the entirety of Asia.

• In 1998, Charles & Keith began its international journey by entering the markets of Indonesia and Australia.
• The first store in the Philippines opened in 2001.
• By 2004, the brand ventured beyond the borders of Asia, moving into the Middle East with the opening of its first store in Dubai, followed by Saudi Arabia in 2005.
• Also in 2004, the charleskeith.com website was launched, making the brand one of the first in Singapore to take steps into e-commerce.
• By 2011, there were already more than 230 stores operating worldwide, primarily in the Middle East and Asia, and this figure surpassed 300 by 2015.

The brand's success was so substantial that in 2005, the brothers also created a men's footwear line, Pedro, and by 2007, the collection was further expanded to include belts, sunglasses, and other accessories.

With its original style and unique design, the brand captivated the hearts of women in various countries, and this success did not escape the notice of one of the fashion industry's giants, the LVMH (Louis Vuitton Moët Hennessy) group. In 2011, LVMH made a strategic investment, acquiring a 20% stake in Charles & Keith. Thanks to this partnership, the brand successfully entered the highly competitive Chinese market.

Later, however, the Wong brothers bought back that share, fully returning the brand to family ownership. In January 2022, the brand opened its third conceptual boutique in Taiwan, at the Kaohsiung E Sky Mall. With an area of nearly 300 square meters, it became the largest Charles & Keith store in Taiwan.

Today, Charles & Keith is fully owned by the Wong family and boasts nearly 700 stores across more than 30 countries, holding strong positions in the Asia-Pacific region and the Middle East. The brand’s flagship stores have opened in key fashion cities worldwide, including Tokyo, Seoul, Shanghai, and Dubai. The only Charles & Keith store in Armenia is located on the first floor of Dalma Garden Mall. This is the exclusive location where Armenian shoppers can enjoy the continuation of this global fashion story.

FALL 2025: FREEDOM WITH A BOHEMIAN TOUCH
The Fall 2025 Wander Wild collection is a dialogue between freedom and structure. Inspired by the bohemian spirit, the collection highlights the multifaceted beauty of femininity while offering practical solutions. It features velvety textures, metallic details, and earthy tones—from coffee brown to sand beige.

The standout pieces include the Gael Studded Knee-High Boots, which offer both style and comfort with their transformative design, and the Khai Recycled Suede Bag, whose soft silhouette makes it the most natural and versatile accessory of the season.

Charles & Keith collections are always distinguished by their bold and creative style; they transform fashion into a platform for self-expression while remaining accessible. Each season brings a fresh vibe, combining feminine delicacy with practical applicability.