Alo has opened its first local flagship in Hong Kong at K11 Musea, marking a step in the brand's expansion across North Asia. The two-floor Sanctuary store spans more than 7,000 square feet overlooking Victoria Dockside, near the Rosewood Hotel, with which Alo has an ongoing partnership. The full range is stocked, from womenswear and menswear to footwear, accessories, leather goods and sunglasses.
The opening event featured a 3,000-drone performance and wellness activities including sound healing, journal customization, aura photography and fashion sketches. Global ambassador Jisoo attended, along with models Ming Xi and Stella Maxwell. Opening-weekend programming ran from traditional Chinese medicine consultations and sound bowl healing to wellness walks, yoga, pilates, breath work and live DJ sets.
Since a soft opening on Sept. 25, ahead of China's Golden Week holiday, sales reached 20 million renminbi, or $2.9 million, in the first week, according to local media reports, with tourists accounting for 60 percent of the total. Horace Lam, chief executive officer of K11 Hong Kong, told local media the performance reflected the mall's strategy to attract younger, high-spending shoppers.
Alo's European push advanced with its first Berlin store opening Oct. 15, a 6,000-square-foot Sanctuary that introduced the brand's wellness program locally with a candlelit yoga experience at Tempodrom. "The city's creative energy offers a distinct setting for our California-rooted approach to premium apparel and wellness," said Benedetta Petruzzo, Alo's international chief executive officer. "We are entering with a long-term mindset."
Beyond Hong Kong, Alo recently opened a pop-up at Zhangyuan in Shanghai and has mapped an "eight store, seven cities" strategy for mainland China, with planned retail projects in Shanghai, Beijing, Hong Kong, Macao, Shenzhen, Hangzhou and Chengdu.
Originally reported by WWD