Jewellery retailer Chow Tai Fook plans to rejuvenate brand, renovate 8,000 stores in mainland China and Hong Kong
- Vice-chair Sonia Cheng says overhaul aims to ‘set the course of the group’s future’, with fresh logo and online shopping improvements among changes
- Group says it has felt chill of economic headwinds in first quarter, with analysts highlighting mainland China’s weaker-than-expected retail sales as possible concern
The Hong Kong-listed jewellery chain on Thursday revealed its ambitions to transform its operations in the next five years to “set the course of the group’s future” and drive growth.
Sonia Cheng Chi-man, the group vice-chairwoman, said the upgrades, of which the cost has not been disclosed, would set the stage for the company’s centenary celebrations in 2029.
“In the face of rapidly evolving consumer preferences, our strategy at Chow Tai Fook Jewellery is not just to adapt, but to lead,” she said. “We are paving the way towards our centennial by sculpting our legacy into a beacon of modern jewellery and cultural resonance, ensuring that every piece that we craft is as timeless as the heritage we carry forward.”
The introduction of a revamped logo and website will be among the major shake-ups and the group’s almost 8,000 mainland, Hong Kong and Macau stores set to be renovated to showcase the new brand identity.
The brand’s 2,800 sq ft store on Queen’s Road in Central will finish its makeover by the third quarter.
