Jimmy Choo Ltd

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This article is about the Jimmy Choo brand and company. For the designer who gave his name to the company, see Jimmy Choo.
Jimmy Choo
Type Subsidiary
Industry Consumer goods
Founded 1996
Founder(s) Tamara Mellon,
Jimmy Choo,[nb 1]
Headquarters London, England
Key people Pierre Denis, Chief Executive Officer.
Sandra Choi, Creative Director and designer.
Products Shoes, clothing, and bags
Revenue £85.3 million (2010)
Employees 96 (2010)
Parent Labelux Group
Website www.jimmychoo.com

Jimmy Choo is a British high fashion house specializing in luxury shoes, designer bags, and accessories. The company, J. Choo Limited, was founded in 1996 by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon. In April 2001 Equinox Luxury Holdings Ltd. bought out Jimmy Choo's 50% ownership of the ready to wear business. The company was bought by current owners Labelux in 2011 and Tamara Mellon departed shortly after. It is worn by many celebrities such Marion Cotillard, Cate Blanchett, Sandra Bullock, Natalie Portman, Victoria Beckham, Sarah Michelle Gellar, Kristen Stewart, Nikki Reed, Blake Lively, Ashley Greene, Kim Kardashian, Khloé Kardashian Odom, Kourtney Kardashian, Elizabeth Hurley, Taylor Swift, Jennifer Lopez, Cheryl Cole, Rihanna, Sarah Jessica Parker, Katy Perry and by many royals such The Countess of Wessex, Princess Beatrice and Princess Eugenie of York and The Duchess of Cambridge.


A pair of green Jimmy Choo shoes

J. Choo Limited was founded by Malaysian-born couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon in 1996, and registered as such on the United Kingdom register of companies.[1] The company began by making shoes and opened shops in several locations over the following five years, marketing their products as the "Jimmy Choo London" line.

Choo sold his 50% share in the company to Equinox Luxury Holdings Ltd. in 2001. Lion Capital acquired a majority shareholding in November 2004,[2] and the company was sold in 2007 to TowerBrook Capital Partners for £225 million.[3] It was later sold to Labelux, the current owners, for £525.5 million in 2011[3] with J. Choo Limited still the company name throughout. The company is currently registered under the name J. Choo Limited[4]

J. Choo Limited is under the purview of chief creative officer Sandra Choi, previously an apprentice under Choo and now the creative director of the company. Choi is the niece of Choo's wife Rebecca. The company produces the Jimmy Choo London line (also known as Jimmy Choo ready-to-wear or Jimmy Choo) and the ready-to-wear line has been expanded to include accessories, such as handbags. The company is also responsible for the "Jimmy Choo" website.[5]

Jimmy Choo produces under license[edit]

Jimmy Choo began Jimmy Choo Couture Limited in late 2006[6] to continue his work on the exclusive Jimmy Choo Couture line, which is produced under license from J. Choo Ltd., available by appointment only at Connaught Street in London.


Jimmy Choo boutique at Woodbury Common

The Jimmy Choo brand has 115 stores worldwide in 32 countries,[citation needed] with its international flagship store on Bond Street, London.

The company has 40 outlets in the United States. Jimmy Choo boutiques are found in New York City, New York State, Bellevue, Washington, Chevy Chase, Maryland, Washington D.C., Boston, Chicago, Beverly Hills, Canoga Park, Los Angeles, Costa Mesa, Atlanta, Dallas, Houston, Orlando, Palm Beach, Florida, San Diego, Las Vegas (three separate locations on the Las Vegas Strip) and Phoenix, Arizona. Several boutiques are to be found in secondary outlets such as Harrods, Saks Fifth Avenue and Neiman Marcus, as well as their smaller boutique stores on shopping estates such as Woodbury Common Premium Outlets in Central Valley, New York.

Tamara Mellon, co-founder of Jimmy Choo, revealed on September 29[clarification needed] that they hope to open up 50 new stores in China, one of the world's fastest-growing markets for luxury products. The company also worked towards opening its third shop in China by the end of 2011.[7]

In India, Jimmy Choo Ltd. has two boutiques in Mumbai and a boutique in Delhi.[when?]. They also have a store in Bangalore in the upscale UB City mall.[8]

In Australia, Jimmy Choo Ltd. has two boutiques in Sydney at Westfield Sydney and Westfield Bondi Junction and one boutique in Melbourne at Chadstone Shopping Centre. It is also sold in high-end department store David Jones.


The brand has won awards for its products, including the British Fashion Council Awards Designer Brand category in 2008,[9] the Accessories Council[nb 2] Brand of the Year 2008,[10] the Footwear News Brand of the Year Award, and the 2009 Nordstrom Partners In Excellence award.[11]

In 2010 Jimmy Choo was voted Britain's most desirable brand by OK Magazine,[citation needed] followed by Jack Wills and Louis Vuitton.

Products and intellectual property[edit]

J. Choo Ltd. has over 400 design patents to its name.[12] Jimmy Choo is a global "luxury accessory brand", designing and creating: women's shoes, handbags, small leather goods, scarves, sunglasses, belts, eyewear, perfume and men's shoes.[13][14][15] The company's products are regularly seen being worn by people such as HRH Duchess of Cambridge, Zara Phillips and Michelle Obama. The brand was also known to be a favorite of Princess Diana.[16]


The company has had several prominent cases for copyright and trademark infringement, as well as being the target of "knock-off" counterfeit imports in the UK, the US and Australia.[17][18][19] In one case the company took action against Marks & Spencer in 2006, for selling a copy of the Jimmy Choo Cosmo silk satin evening bag; The case was settled for an undisclosed sum,[20] while other cases include the Oasis and Warehouse chains.[21] Since these events the Jimmy Choo brand has adopted the trend for tie-ups, according to a report by Susie Mesure in The Independent,[21] "Jimmy Choo is famously litigious, suing high street chains including Oasis, Warehouse ..." while Lauretta Roberts, development director of WGSN, replied that "High street designers pore over catwalk collections for ideas. This [red carpet labels seeking tie-ups with high street stores] enables brands to take some control of that process and profit from it,".[21]

In December 2008 the company threatened to sue a New Zealand website, Kookychoo.com, for trademark infringement.[22] Kookychoo is a company which sells products unrelated to shoes; items such as toys, jewellery and bean bags. Kookychoo's owner stated, "It's terrifying to be honest because I'm feeling really bullied. There was never any malice intended, we just wanted to start a small New Zealand business so it's quite frightening."[23] J. Choo Limited did not comment.

Cultural references[edit]

  • Jimmy Choo footwear is worn by a villain, and cited as a clue to the nature of her character, in The Salt-Stained Book, a children's novel by Julia Jones.[24]
  • Jimmy Choos are mentioned in the song "The Blame Game" by Kanye West.

See also[edit]


  1. ^ Though a founder, Choo has not been involved with the company since 2001 when he sold his share of the company.
  2. ^ An American not-for-profit national advocacy organisation


  1. ^ "Company Details". Companies House. Retrieved 8 August 2011. 
  2. ^ "http://www.ftconferences.com/luxury2010/speakerdetails/1326/". 2010 FT Business of Luxury Summit. Financial Times. June 2010. Retrieved 10 August 2011. 
  3. ^ a b "Jimmy Choo sells for £525.5 million". London Evening Standard. 24 May 2011. Retrieved 8 August 2011. 
  4. ^ "Search Results". Companies House. Retrieved 8 August 2011.  on the UK Companies Register.
  5. ^ "Legal Terms". J. Choo Ltd. Retrieved 8 August 2011. 
  6. ^ "Order Information on 'JIMMY CHOO COUTURE LIMITED'". Companies House. Retrieved 8 August 2011. 
  7. ^ "Jimmy Choo aims to expand into China". Asia Pacific Arts. 30 September 2011. 
  9. ^ "2008 Award Winners". 25 November 2008. Retrieved 10 August 2011. 
  10. ^ "Jimmy Choo awarded brand of the year award by the Accessories Council". TowerBrook Capital Partners L.C. Retrieved 10 August 2011. 
  11. ^ Joanna Ramey (26 May 2009). "Nordstrom Honors Ugg, Jimmy Choo". Footwear News. Women's Wear Daily. Retrieved 10 August 2011. 
  12. ^ Jimmy Choo Ltd: list of design patents
  13. ^ "Jimmy Choo". J. Choo Limited. Retrieved 8 August 2011. 
  14. ^ Maysa Rawi (19 January 2011). "Mr Choo: Tamara Mellon expands her empire with new men's collection". Mail Online (London). Retrieved 8 August 2011. 
  15. ^ Lindsey Anderson (24 February 2011). "House of Fraser launches first ever Jimmy Choo fragrance". My Fashion Life. Retrieved 10 August 2011. 
  16. ^ Moss, Hilary (9 November 2009). "Jimmy Choo: I was Princess Diana's Shoemaker". Huffington Post. Retrieved 10 December 2012. 
  17. ^ "Counterfeit goods seized at port". BBC News. 9 January 2009. Retrieved 8 August 2011. 
  18. ^ Bay City News (19 May 2008). "Customs Officials Seize $22 Million In Chinese Merchandise At Port Of Oakland". Retrieved 8 August 2011. 
  19. ^ AAP (4 March 2011). "Fake fashion worth $2m seized". news.com.au. Retrieved 8 August 2011. 
  20. ^ Caroline Muspratt (19 December 2006). "Jimmy Choo handbags M&S". The Daily Telegraph (London). Retrieved 8 August 2011. 
  21. ^ a b c Susie Mesure (1 November 2009). "Designer tie-ups: A high street love affair". The Independent (London). Retrieved 8 August 2011. 
  22. ^ "Jimmy Choo threatens to sue NZ website". Stuff.co.nz. 20 December 2008. Retrieved 6 October 2011. 
  23. ^ "Jimmy Choo kicks up a fuss over NZ based 'KookyChoo' website". 3 News. 20 December 2008. Retrieved 6 October 2011. 
  24. ^ Julia Jones: The Salt-Stained Book, 2011, Golden Duck, ISBN 978-1-899262-04-5.

Further reading[edit]

External links[edit]