About
Amiee Squires-Wills is an accomplished CEO, brand strategist, retail director and highly renowned entrepreneur whose work connects fashion, art, travel and lifestyle products.
She was the founder of Electric sekki in 2005 - Hong Kong’s first multi-brand showroom & PR company. During this time she was responsible for rolling out mono brand retail concepts with major international footwear brands such as Havaianas and Superga as well as multi-brand retail concepts. She was responsible for Electric sekki being appointed Public Relations for the British Fashion Council and London showrooms in Hong Kong and has caught the attention of leading industry authorities and personalities such as WGSN, WWD, Sarah Mower (American Vogue) and Bryan Boy (famous blogger).
“I enjoy collaborating with ambitious leaders in defining compelling brand strategies and designing powerful brand experiences with innovative new brand-led products and services. I challenge myself and my clients to push boundaries and question the ordinary to achieve the extraordinary."
Passionate about today’s omni-retail experience, Amiee has a sharp focus on all touch points of a brand, Throughout her career, she has organized and managed large-scale events, brand launches to marketing and communication strategies for well known labels such as Stella McCartney, Vanessa Bruno, Ksubi, Haider Ackermann, to name a few, as well as overseeing design collaborations with Luella Bartley and Giles Deacon. Amiee also played an instrumental role in launching China’s first-ever multi-brand luxury retailer in Beijing as a consultant to the influential Lane Crawford.
Her proven track record, network of key influencers and hands on approach in all areas of distribution, licensees, franchise, marketing, and retail has been instrumental in launching approximately 40 foreign brands into China and Asia. She has a rare, multi-disciplinary approach to art and commerce that consistently delivers a bespoke mix to a diverse blend of businesses aligned with their brand goals. Her approach is highly collaborative, integrated and focused on achieving results.
She is a mother of four children and currently resides in Hong Kong.
