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How Alo’s HK$20 million week puts Hong Kong at the front of its China push

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How Alo’s HK$20 million week puts Hong Kong at the front of its China push

Last week, about 3000 drones rose over Victoria Harbour and arranged themselves into Alo’s brand motifs above the Tsim Sha Tsui waterfront. Below them, well over a thousand people pressed against the barricades outside K11 Musea, some having queued since the night before, for a glimpse of Blackpink’s Jisoo, Alo’s global ambassador. She joined supermodels Ming Xi and Stella Maxwell and other friends of the brand for an evening of fashion, wellness and community.

The spectacle was the official opening of a store that had already been trading for three weeks.

Alo’s first flagship in Greater China, a two-storey harbourfront space of more than 7000 square feet, soft-opened on September 25, just ahead of mainland China’s National Day Golden Week. It has already handed its landlord a number worth publicising. According to K11 Musea, the store took close to HK$20 million (about US$2.6 million) in its first week, the highest opening sales the mall has recorded for any brand outside jewellery and watches.

Jimmy Zhu, Alo’s president for China and North Asia, described Hong Kong as a key market for the brand’s growth in Asia. The flagship follows Alo’s digital launch on the mainland in August and a pop-up in Shanghai’s Zhangyuan earlier this month. 

The rest of that beginning is already mapped out. Alo plans to open nine new stores across Hong Kong, Shanghai, Beijing, Shenzhen, Hangzhou, Chengdu and Macau. For a privately held company that publishes no financial results, the Hong Kong opening offers the first hard data point on how its China expansion is landing, and the figure deserves a closer look.


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