Uniqlo Hong Kong chooses upgrades over expansion as it aims to evolve with local needs
Japanese retailer favours refurbishing outlets – which sometimes means leasing more space – over adding locations in city’s shaky market
However, revamping existing stores sometimes includes leasing more space. For example, a store currently under renovation and set to reopen on October 17 in Mira Place in Tsim Sha Tsui will nearly double to 27,000 sq ft. A new-look store in City Plaza in Taikoo Shing took over more space on different floors in November.
The maker of “simple and high-quality everyday clothing”, including popular product lines Airism and Heattech, aims to enhance its customer-centric ethos as consumer preferences in the city continue to evolve, posing challenges to businesses and brands.
“The most important thing is what the customer needs and not just the number of stores,” said Tomoyuki Ota, chief operating officer at Uniqlo Hong Kong and Macau. “That’s why we think of customer expectations and update our stores.”
The refurbished outlet in Mira Place will be the largest in Kowloon for Uniqlo, which is celebrating its 20th anniversary in Hong Kong this year. The outlet opened in September 2005 at what was then the Miramar Shopping Centre. The retailer has three stores in Macau.
A typical Uniqlo outlet in Hong Kong is between 8,000 sq ft and 15,000 sq ft, according to a spokesperson.