Cover Giorgio Van den Borre, APAC General Manager and Chief Operating Officer of Golden Goose, shares how human connection, community and co-creation are shaping the Italian luxury brand's expansion across Asia Pacific
Giorgio Van den Borre, APAC General Manager and Chief Operating Officer of Golden Goose, shares how human connection, community and co-creation are shaping the Italian luxury brand's expansion across Asia Pacific
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APAC leader Giorgio Van den Borre reveals why a steadfast belief in human connection is the ultimate disruptor in modern luxury. Dive inside the strategy of a brand with a heartbeat, and discover how Golden Goose is rewriting the luxury rulebook in APAC.
In an industry increasingly obsessed with rigid data streams and automated scaling, prioritizing raw human emotion over a spreadsheet sounds less like a business strategy and more like a beautifully reckless act of stubborn optimism. Yet, sitting down with Giorgio Van den Borre, the APAC General Manager and Chief Operating Officer for Italian luxury lifestyle brand Golden Goose, it becomes immediately clear that this defiant focus on the soul over the screen is exactly what drives their success.
Fresh off a flight into Jakarta to celebrate the opening of the brand’s very first direct Indonesian boutique, which introduces the innovative Fioreria Golden concept, literally translating to "Golden Flower Shop" in Italian, at the premier shopping destination Plaza Senayan, Van den Borre's schedule is nothing short of breathless.
Above For Giorgio Van den Borre, luxury is built through genuine human connection—a philosophy that continues to define Golden Goose's growth strategy throughout APAC
For Giorgio Van den Borre, luxury is built through genuine human connection—a philosophy that continues to define Golden Goose's growth strategy throughout APAC
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"We are going to get close to 130 flights this year," he shares with an easy smile, entirely unfazed by a life lived out of a suitcase. For him, this relentless travel is a vital necessity born out of a stubborn refusal to manage from afar.
"As a leader in Asia, you need to travel a lot... You cannot only look at data, big data, or all this kind of cold KPIs," he says. "You need to go down to the store, to the communities, and build your communities."
As a leader in Asia, you need to travel a lot. You cannot only look at data, big data, or all this kind of cold KPIs. You need to go down to the store, to the communities, and build your communities.
Challenging the "Single Market" Myth
The biggest mistake emerging global brands make, Van den Borre notes, is treating Asia as a singular monolith. Unlike the more culturally integrated markets of Europe or the United States, Asia is a vibrant tapestry of deeply distinct cultures, demographics and economic trajectories.
To thrive here, Golden Goose leans heavily into localization and what they call "perfect imperfection"—a philosophy that celebrates individuality over rigid standardization. It is an ethos that mirrors the evolution of cities like Jakarta, which Van den Borre views as a rapidly sophisticated cultural melting pot filled with good vibes and creative contamination.
Above Located at Plaza Senayan, the new Golden Goose boutique reflects the brand's commitment to craftsmanship, creativity and community-driven retail
Above Inspired by the charm of a traditional Italian flower shop, Fioreria Golden adds a warm, welcoming touch to the Golden Goose retail journey
Located at Plaza Senayan, the new Golden Goose boutique reflects the brand's commitment to craftsmanship, creativity and community-driven retail
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The Power of Co-Creation
While many luxury houses rely on heavy seasonal collections, Golden Goose steers away from traditional merchandising schemes. Instead, they focus on the finalization of the product inside the physical boutique through "co-creation".
Unlike basic customization—like merely stamping your initials onto a bag—co-creation puts the customer's desire and raw creativity at the center of the experience. Whether co-designing footwear or tailoring ready-to-wear pieces, a significant portion of the brand's transactions involve this collaborative self-expression. It ensures that when a customer walks out of the boutique, they aren't just carrying a luxury item, but a deeply personal masterpiece layered with their own identity and story.
"There is no standardization by definition in our DNA," Van den Borre explains. "We bring our values, yes. But then the finalization of the experience is always local. And in the end, the best place to create a relationship is always in the offline world."
Above Golden Goose's co-creation experience invites clients to collaborate with in-store artisans, transforming each piece into a personal expression of individuality
Above Golden Goose's co-creation philosophy encourages customers to become active participants in designing their own pieces
Golden Goose's co-creation experience invites clients to collaborate with in-store artisans, transforming each piece into a personal expression of individuality
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Emotions Over Transactions
This dedication to authentic human relationships dictates their retail strategy. Roughly 90% of Golden Goose's business is direct-to-consumer, transforming physical shops into experiential hubs rather than mere transactional spaces.
New boutiques feature a dedicated corner named Con Amore (meaning "with love" in Italian), offering visitors care gestures and unexpected complimentary gifts, from chocolates to bespoke floral wrap. It operates completely independently of whether a purchase is made.
Even Van den Borre's internal success metrics lean heavily toward the unconventional. Alongside traditional expansion goals, he tracks engagement through unique community touchpoints.
"There is a funny KPI," he smiles. "I also check how many bottles of champagne we open in our store sometimes."
Above Giorgio Van den Borre believes that spending time in stores and engaging directly with local communities is essential to understanding each market across Asia
Giorgio Van den Borre believes that spending time in stores and engaging directly with local communities is essential to understanding each market across Asia
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Giorgio Van den Borre
Ultimately, by treating their audience as "lovers" rather than consumers, and prioritizing word-of-mouth trust over aggressive marketing campaigns, Golden Goose is proving that true luxury isn't about fitting a mold. Armed with stubborn optimism, they are proving that a brand with a heartbeat will always outrun a brand that only looks at data.
