K11 MUSEA Achieves Outstanding Results from Brand Upgrade Programme First-half Sales Hit Record High for Same Period; Newly Opened Brands Posting Over 30% Average Sales Growth
New World Development Company Limited (“New World Development" or the “Group”; Hong Kong stock code: 00017) announced today that K11 MUSEA, its international cultural-retail landmark, is on track to complete the first stage of its brand upgrade programme by the end of this year. With a growing number of international brands opening new stores or expanding their footprint within the space, the programme has already driven significant growth in high-end retail sales. In the first half of 2026, K11 MUSEA recorded an approximately 40% year-on-year increase in sales, setting a new record for the same period since its opening. Notably, member spending in May hit a 2.5-year single-month high, while newly opened brands achieved an average sales growth of over 30%. Looking ahead, K11 MUSEA will continue to curate innovative cultural-retail experiences and brand activations, while further enhancing its bespoke services to target high-end customers.
Horace Lam, Chief Executive Officer of K11 Hong Kong, said, “K11 MUSEA’s continued growth in footfall and record-breaking sales in the first half demonstrate the strong resilience of K11’s high-net-worth customers and its exceptional ability to drive sales conversion from footfall. Over the past two years, our team has focused on driving our commercial strategy, optimising the tenant mix and working closely with key brand partners to introduce flagship stores with strong sales productivity. The 30% average sales growth among our newly introduced brands clearly proves the success of our brand upgrade strategy.”
High-End Member Spending Remains Strong; Watches and Jewellery Spending Surge 80% YOY
Since the launch of K11 MUSEA’s brand upgrade programme in the second half of 2024, multiple international luxury brands have either established a presence or expanded their stores within the destination. During the recent summer holiday, Miu Miu opened a new boutique, Max Mara unveiled a new duplex shop, and Swiss luxury watchmaker IWC Schaffhausen also launched its new boutique.
The brand upgrade programme has delivered outstanding results this year. First-half sales surged by 40% year-on-year, setting a new 1H record since K11 MUSEA's opening, while newly introduced brands achieved an average sales growth of over 30%. K11 has consistently offered KLUB 11 members with premium experiences and bespoke services, and the brand upgrade programme has further stimulated member spending. First-half member spending reached a record high, with May hitting a two-and-a-half-year monthly peak. Among the retail categories, watches and jewellery were the standout performers, with member spending surging 80% year-on-year in the first half. Member spending on international luxury brands also grew by 20% year-on-year, reflecting a sustained and robust demand for high-end consumption and experiences.
Beyond luxury retail, premium lifestyle categories also reported substantial growth. Several athleisure brands made that K11 MUSEA debut over the summer, including HOKA, the performance footwear brand born in the French Alps, and Kailas, the globally renowned outdoor and climbing brand. These new additions drove a 60% year-on-year increase in member spending in the athleisure category.
A Summer of Cultural-Retail Experiences Boosts Tourist Spending by 50% YOY
Over the past summer holiday, as in previous years, a vibrant array of cultural-retail experiences and events unfolded at K11 MUSEA. Highlights included the brand new “CHIIKAWA ARTIVERSE” themed exhibition presented by creative brand AllRightsReserved (ARR), which emerged as a key attraction of the summer. Meanwhile, L'ÉCOLE School of Jewelry Arts Hong Kong presented the exhibition “Precious Coral, from Curiosity to Treasures", alongside a limited-time interactive space in the atrium. Through a seamless blend of art, culture, and education, it offered a unique experience for high-end customers and jewellery enthusiasts. In addition, YSL Beauty unveiled its Qixi Festival-themed “Care Crush Station” pop-up in the atrium, attracting significant visitor engagement and social media attention. Driven by this series of large-scale exhibitions and events, tourist spending at K11 MUSEA increased 50% year-on-year during the summer period. Furthermore, member spending in August recorded a 30% increase, providing a further boost to the mall's overall retail performance.
KLUB 11 Loyalty Programme is Set for Full Upgrade to Unlock Greater Spending Potential
Looking ahead to the fourth quarter of this year, K11 MUSEA will continue to advance its Brand Upgrade Programme, with more international luxury brands, including Prada, are slated to open in the coming months. A highly anticipated international yoga brand will also make its debut at K11 MUSEA, further strengthening its portfolio of world-class luxury and premium lifestyle brands.
In addition, the KLUB 11 loyalty programme is rolling out a comprehensive upgrade starting this month. By refining the membership tier structure, enhancing exclusive rewards, and curating bespoke experiences, the revamp aims to deepen member loyalty and unlock greater spending potential for K11’s retail business.