KK GROUP established in 2015, is a leading trendy retail enterprise in China. Relying on its multi-brand strategy, the Group has Integrated lifestyle specialty retail brand [KKV], Beauty specialty retail stores [THE COLORIST], Global Pop culture specialty retail stores[X11], Lifestyle mini marts[KK guan]and other high-quality brands.

As a representative company and practitioner of the trendy retail model, brands under the Group are continuously expanding their market share and have developed 707 offline stores in over 190 main cities across China, It has 707 stores ,which are located in the top shopping districts and shopping malls we continue to expand to provide a leisure shopping experience for the new generation of consumers, mainly Generation Z, to meet a good lifestyle.

KK GROUP aims to achieve the enterprise mission of [create an enjoyable life without boundaries], and is committed to the innovative development to further become a world-class trendy retail enterprise by providing a continuous sense of belonging and achievement for its employees.


Specialty retail refers to a new retail model that highlights products’ unique concepts and styles, entertaining functionalities with creative and fashionable designs, and an immersive shopping experience.
KK GROUP advocates the "on-trend retail" philosophy of "Aesthetics + Technology": Aesthetics enhances experience, technology enhances efficiency.

Aesthetics enhances experience: Base on the insight that ‘the Facial attractivness comes first’ from the Z generation. KK GROUP believes in the extreme aesthetics experience. From the dimensions of store interior design, color mood board, display of the products to support the upgrading of stores scenes. This aesthetic can be fully manifested from every brands under KK GROUP. Whether it is KKV designed with a bright yellow container, or THE COLORIST who changed the look of classic black and white tones of the offline beauty stores, or X11 the X11 that maximizes space aesthetics. With the ultimate aesthetic space and display design, they create an immersive shopping experience of "one step, one scene" for consumers.

Technology to improve efficiency: Relying on the technical background of the operation team and the full understanding of the Retailing. KK GROUP continues to invest and innovate in informational, Datamation and intelligent systems with Internet thinking. To ensure the accuracy of the data, reduce human intervention through no BA service, no large-scale promotion activities, etc. With data driven to update product pools, continuously launching new products to make sure our customers can buy more brand new and cost-effective products from KK GROUP.

In 2015, KK GROUP was established.
The Company's parent enterprise Guangdong KK E-commerce Co., Ltd. was registered, and launched the first brand of [KK Guan].
- In May, we launched the second brand, [KKV], the exquisite lifestyle product collection brand.
In September, we launched the third brand, [THE COLORIST], the domestic first large-scale cosmetics collection brand.
The Company officially developed into [KK GROUP].
- In November, THE COLORIST has entered into strategic partnerships with 30 well-known brands around the world.
- In January, The Company launched the fourth brand in Shanghai, [X11].
- In March, KKV opened its first stand-alone flagship shop in Chengdu, China.
KKV Implemented a global strategy and entered the Southeast Asian market for the first time with the opening of the first overseas shop in Central Park, Indonesia.
- In July, the first flagship shop of THE COLORIST was opened in Shenyang Joy City, Shenyang, China, which was awarded " China's most investor-focused startups " by 36 Krypton.
First "X11" flagship shop opened in Shanghai, China.
- In August, KK GROUP was awarded "Model Case of Development Potential" at China International Fair for Trade in Services.
- In September, KK GROUP was listed on the "2020 Hurun Global Unicorn List" in September.
- In May, the first master shop of THE COLORIST was opened in Dongguan, China.
- In May, the global flagship shop of "X11" was opened in Shanghai, Chengdu, Dongguan, Wuhan and Shenyang, China.
- In July, the second generation of KKV shops with over 2,000 sq ft opened in South China.
- In May 2022, KKV's eighth International Store landed in Margo city, Depok, Indonesia, becoming the first and largest holiday-themed store of KKV .
- In May 2022, the new concept store X11 was officially unveiled in Wuhan MixC.
- In May 2022,KKV launched a new concept store of " Super Freighter".
The Company won the global unicorn enterprise in 2022.
X11 won the CoolTop100 brand of 2022 new domestic products.
The Company won the 2021 Guangdong chain TOP100
The Company won the "Best Industry Annual Financing Award" at the 2021 China Financing Awards.
In May 2021, the Group was awarded the "Outstanding Growth Retailer of the Year" and X11 was awarded the "Industry Leading Brand of the Year" at the 16th China Commercial Real Estate Festival
On March 1, 2021, KK Group was selected as the [2021 China Consumer Brand List - New Consumer Brands for Generation Z]
In March 2021, KK Group was awarded the "MallChina 2020 Commercial Brand Excellence Star Award" and X11 was awarded the "MallChina 2020 Commercial Brand Emerging-brand Star Award"
THE COLORIST was awarded the [Most Innovative Retailer of the Year 2020] by China Cosmetic Summit
The Group was awarded the [2020 China's Top100 Startups voted by Investors] by 36kr.com
The Group was awarded the [2020 China's Top100 Unicorn companies voted by Investors] by 36kr.com
In December 2020, KK Group was listed on Top 50 Best Innovative Companies in China in 2020 by Fast Company
In September 2020, KK Group was awarded with the title of [Development Potential Demonstration] in China International Fair for Trade in Services
In 2020, the Group entered the "Global Only Physical Commerce Unicorns of the Year 2019" according to the latest Retail Technology Foresight Report by the world's leading market data research firm CB Insights.
KK Founder and CEO was awarded the title of [Retail Leader] of the Year 2020 at the 15th Commercial Real Estate Festival
In 2019, THE COLORIST won the Industry Innovation Leading Brand of the Year 2019 by the China Commerce Development Forum
In 2019, THE COLORIST won the title of MallChina China Commercial Brand [Emerging-brand Star Award]
In 2019, the "Innovative Leading Brand of KKV Anchor Store" at the 19th APRCE Commercial Real Estate - Asian Cup
In 2019, the Company was awarded the [Top 20 New Consumer Power Brands of the Year 2019] at the 3rd Retail Innovation Summit
In 2019, THE COLORIST won the title of "Shopping Center Experience-oriented Fashion Brand of the Year"
In 2019, KKV won the title of "Innovative Experience Trendy Brand of the Year"
The Company was awarded the title of "Leading Brand of the Power of Role Models of the Year 2019" at the 14th China Commercial Real Estate Festival
The Group had the honor to get the title of [Lifestyle Company of the Year] at the 4th China New - Entertainment New Consumption Summit 2019
The Group won the title of Top 20 Most Influential Innovative Companies in the New Consumer Sector at CEO Summit 2019
The Group was awarded the title of Top 50 China s High Growth Chains by [2019 Franchise CHINA 50]
In 2018, the Company won the MallChina China Commercial Brand [Emerging-brand Star Award]
In 2018, the Company won the title of China Experience Commercial Real Estate [Pilot Award] - Shopping Center Experience-oriented Fashion Brand
The Company won the title of "2017-2018 Outstanding Growth Retail Enterprise" in Commercial Real Estate [Golden Awards] at the 13th Commercial Real Estate Festival
The Company was awarded the title of "High Growth Company of the Year 2018" by STCN
In 2016, the Company was selected from hundreds of participating companies and was awarded the title of "China's Most Growing Chain Business Brand" in the 11th China Commercial Real Estate Festival
[THE COLORIST] won the title of the brand with fastest growing and great development potential in Chinese beauty chain by the Japanese authoritative economic media "Nikkei MJ".
KK Group won the best strategic partner by Jingdong Logistics
The Company won the [Most Creative Award] of the China Retail Industry's Favorite Emerging Brand of the Year 2016 by www.ccagm.org.cn
The Company won the 2015-2016 Most Growing Emerging Brand in Southwest China of in Commercial Real Estate [Golden Awards]
Dongguan Headquarters
Address: KK building, No. 35, Yinshan Road, Nancheng District, Dongguan City
Tel: 0769-22880679
Postal Code: 523000
Shenzhen Headquarters
Address: 1601, building 2, Shenzhen new generation industrial park, No. 136, Zhongkang Road, Meidu community, Meilin street, Futian District, Shenzhen
Tel: 0755-86536817
Postal Code: 518000
Shanghai Headquarters
Address: North 8th Floor, Building 3, Liantai Center, Lane 1466, Shenchang Road, Minhang District, Shanghai
Tel: 021-34701071
Postal Code: 201107
Overseas Divisions
Address: soho capital unit sc 3602 podomoro city, jl letjen sparman kav 28 rt.003 rw.005 tanjung duren selatan, grogol petamburan jakarta barat, dki jakarta
Tel: 021-50666229
Media Enquiry
Business Advertising
Shopping Centre Cooperation
KKV Branding business
THE COLORIST Branding Cooperation
X11 Branding Cooperation
KK Guan Branding Cooperation