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.