K11 MUSEA Unveils Expanded Brand Portfolio 50 New Brands Establish Their Footprint Over 10 Leading International Luxury Brands Debut or Expand, Doubling Premium Retail Space
K11 MUSEA, an international cultural-retail landmark under New World Development Company Limited, continues to attract a diverse array of world-class events and exhibitions leveraging its strategic location and distinctive positioning. This strategy has significantly driven record-breaking traffic, and in August, K11 MUSEA recorded its highest monthly footfall since opening. Its global appeal to retail brands has been enhanced too, with over 50 premium fashion and lifestyle retailers set up their footprint at K11 MUSEA in the past year. In addition, more than 10 leading international luxury brands have committed to either launching new stores or expanding their presence within this retail landmark. K11 MUSEA is set to further curate a vibrant and diverse retail experience.
Leading Global Luxury Brands Establishing and Expanding Presence, a Testament to Market Confidence in K11 MUSEA
Horace Lam, Chief Executive Officer of K11 Hong Kong said, “We are delighted to share that K11 MUSEA achieved strong performance this Summer with sales from international luxury brands increased over 20% year-on-year. With a growing number of international luxury and premium lifestyle brands joining our portfolio with brand new flagship concepts, we remain firmly committed to curating an unparalleled luxury retail and premium lifestyle experience at K11 MUSEA. Such expansion and upgrade further demonstrate retailers’ strong confidence in K11 MUSEA’s unique positioning, business model and promising future in the market.”
Since its opening, K11 MUSEA has been a premier destination for international luxury brands. Since July last year, over 10 leading global luxury brands have committed to opening, renovating, or expanding their presence, among which several flagship brand enhancement projects are underway. This month, Swiss Haute Horlogerie manufacturer Audemars Piguet unveils the newly expanded AP HOUSE K11 MUSEA, offering panoramic views of Victoria Harbour. The new space features a dedicated tea bar, a pink boudoir-inspired alcove, and a 135-square-metre terrace draped in greenery – seamlessly integrated with the original layout to provide an exclusive retreat and bespoke watch experience for discerning clientele.
Meanwhile, Rolex has set up their latest location in K11 MUSEA to showcase its timeless elegance and iconic craftsmanship, Van Cleef & Arpels will celebrate the grand reopening of its revitalised duplex boutique, and PRADA will launch a new duplex flagship – further elevating K11 MUSEA’s curated portfolio of premium fashion brands. Following extensive upgrades, both the LOEWE boutique and the Saint Laurent flagship store at K11 MUSEA have unveiled refreshed retail concepts this year, offering bold reinterpretations of each brand’s signature aesthetic. Over the next two years, K11 MUSEA’s luxury retail footprint is set to double, following the opening and completion of major upgrades of over 10 leading international luxury brands. More brand information will be announced in due course.
A World-Class Curation of Premium Lifestyle Brands, Delivering a Truly Unique and All-Round Experience
Alongside its portfolio of international luxury brands, K11 MUSEA has emerged as a sought-after destination for global lifestyle brands expanding their retail landscape. Since July 2024, it has welcomed over 50 new brands across categories such as beauty, fashion, leisure, and sports. This expansion underscores K11 MUSEA’s commitment to delivering a comprehensive lifestyle experience for its customers.
A growing number of brands have selected K11 MUSEA as their gateway to the Hong Kong market and beyond and set up their first specialty or flagship store in Hong Kong. Among them is PAÑPURI, the acclaimed Thai holistic wellness and lifestyle brand, has chosen K11 MUSEA for its first overseas store, unlocking the transformation power of aroma, drawing inspiration from the ancient wellness traditions of Thailand. British heritage label Rockfish Weatherwear, popular in Korea, has also made its Hong Kong debut at K11 MUSEA, introducing stylish yet functional outdoor apparel and footwear. Swiss premium chocolatier Läderach opened its first Hong Kong flagship store at the end of last month, bringing artisanal craftsmanship and refined flavours to the city. Meanwhile, Korean lifestyle leading brand Discovery Expedition is set to launch its first Hong Kong flagship store next month, infusing a spirit of adventure into urban living.
Several flagship stores have recently launched at K11 MUSEA, offering exclusive experiences and bespoke services. Among them, global beauty retailer Sephora has opened its largest store in Kowloon – the only location in Hong Kong to offer professional beauty Master Class, reinforcing its commitment to delivering top-tier beauty experiences in Hong Kong. Hong Kong-based independent eyewear brand A.Society has also unveiled its flagship store, while NBA ATELIER has expanded its footprint with the opening of its largest store in the city. Additionally, popular body care and fragrance brand Bath & Body Works made its grand debut at the end of last month, launching its largest flagship store in Hong Kong and establishing a new destination for wellness enthusiasts.
Existing brands at K11 MUSEA are actively expanding and upgrading their stores. Fashion designer Yohji Yamamoto has unveiled a new two-story duplex store, offering minimalist fashion in a more spacious and refined setting. Mardi Mercredi has reinforced its brand identity with a revamped storefront, while sportswear brand lululemon also reopened after revamp and expansion last month, boasting a 50% increase in space and products range.
With its strong regional influence, K11 MUSEA continues to offer a go-to gateway for international brands, and is set to elevate multidimensional shopping journey that combines the luxury retail and premium lifestyle experience to the next level.