About
KK.
Founded in 2015, KK Group is a leading domestic collective retail brand in China. The group practices a multi-brand strategy, with several high-quality brands under its umbrella, including the lifestyle trend retail brand "KKV" , the beauty trend retail brand "THE COLORIST" , the fashion culture trend retail brand "X11" , and the pet lifestyle trend retail brand "PetTribes".
The rise of the new generation of consumers, mainly the Z-generation, has brought about a significant transformation in the retail landscape. Characterized by the belief that "aesthetics are justice, social interaction is currency, and individuality is motivation," they not only pursue product quality but also place great emphasis on social scenarios and personalized shopping experiences. With a primary customer base aged between 14 and 35, KK Group adopts a dual-track approach of "aesthetics + technology" to provide them with high-aesthetic and trendsetting shopping experiences, aiming to fulfill their aspirations for a better lifestyle.
As of June 2026, the group's brands have spread across more than 200 key cities in 31 provinces in China, including Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, Suzhou, Tianjin, Wuhan, and Chongqing, as well as in several overseas countries such as Singapore, Malaysia, the Philippines, Vietnam, Indonesia, Thailand, Kazakhstan, with over 1,340 offline stores. These stores are located in the top commercial areas and shopping centers of their respective cities and continue to expand.
KK Group is committed to realizing its corporate mission of "making a better life borderless" and constantly innovating and developing to become a world-class trend retail enterprise, providing employees with a continuous sense of belonging and achievement.
Aesthetics Elevates Experience: Guided by deep insights into Gen Z's "visual-first" mindset, KK Group is committed to delivering an uncompromising aesthetic experience. From spatial design and color palettes to product presentation, the Group continuously elevates in-store environments across all dimensions. This aesthetic philosophy is fully reflected in each of KK Group's brands—whether it is KKV's iconic bright-yellow container-inspired design, THE COLORIST's bold departure from traditional black-and-white beauty retail, or X11's immersive, highly expressive spatial concepts. Through meticulously crafted spaces and displays, KK Group creates an immersive shopping journey where every step reveals a new scene.
Technology Boosts Efficiency: Backed by a technically trained operations team and a deep understanding of retail dynamics, KK Group applies an internet-driven mindset to continuously invest in and innovate across digital, data-driven, and intelligent systems. By adopting a BA-free service model and avoiding large-scale promotional campaigns, the Group ensures data authenticity while minimizing human intervention. This data-led approach powers product selection and rapid iteration, enabling frequent new product launches and ensuring that consumers always have access to a broad, up-to-date range of high-value products.
Vision
DNA
Values
Mission
Vision
Committed to becoming a world-class trend retail enterprise. Committed to becoming a public trusted and preferred brand. Offer employees sustaining of belonging and accomplishment.