The sexy cut, highly fashionable design, and fine Italian craftsmanship all of Jimmy Choo's line of products featured made his company an immediate success right from the beginning. He became widely popular among a sophisticated clientele and the release of his first collection was met with immediate and much bigger than expected success. This success attracted outside investors and with this,Jimmy Choo's company began to an extensive expansion across product categories, channels, and also geographies. Jimmy Choo was a pioneer in the art of celebrity dressing and was also one of the first to bring shoes and handbags to Hollywood where it's red carpet became an ideal runway for his brand. Today, Jimmy Choo's designs can be seen on style icons ranging from celebrities to royalty, musicians, and heads of state.
Being a celebrity favorite began a period of rapid expansion for the company and Choo's dramatic advertising campaigns portrayed glamorous but strong women wearing his towering heels with his luxurious handbags were captured in photographs by notable photographers such as Marlo Testino, Inez and Vinoodh, Peter Lindenberg,Steven Meisel, and Terry Richardson.
Jimmy Choo's company strategy has always been focused on retail development. Jimmy Choo's first store opened up in 1996 on Motcomb Street in London. Two years after the opening of the store,Choo opened two stores in New York City and also Beverly Hills. This international expansion continued when Choo secured locations in some of the premier luxury shopping destinations of the world's most prestigious cities including Sloane Street and Bond Street in London, Avenue Montaigne in Paris, Via , Condotti in Rome, Madison Avenue in New York, Rodeo Drive in Beverly Hills, and Ginza in Tokyo.
Today, the Jimmy Choo company encompass an entire accessories luxury brand with women's shoes remaining at the heart of their market focus alongside handbags, small leather goods, scarves, sunglasses, eyeglasses, belts, and shoes for men.
In July, 2012 Pierre Denis became the company's Chief Executive Officer with Sandra Choi as creative director and it is their combined vision to create one of the most treasured luxury brands in the world. At present time, the company has 167 stores in 35 different countries and enjoys a strong presence in the world's most prestigious department and specialty stores.