Founded in 2015, KK Group is a leading collection 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 "Pet Tribe."

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 October 2025, 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, Thailand, and Malaysia, with over 1,150 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.

KK Group advocates a retail philosophy of "aesthetics & technology"—aesthetics enhance experience, and technology improves efficiency.

Aesthetics Enhance Experience: Based on the insight that Generation Z prioritizes "aesthetics first," KK Group pursues an ultimate aesthetic experience. It upgrades the store environment from various dimensions such as spatial layout, color matching, and product display. This aesthetic is fully reflected in the brand stores under KK Group. Whether it is the bright yellow container - designed KKV, the THE COLORIST which changes the black and white tone of offline beauty stores, or the X11 that plays the spatial aesthetics to the extreme, all of them create an immersive shopping experience of "one scene per step" for consumers with the ultimate aesthetic space and display design.

Technology Improves Efficiency: With the technical background of the operation team's professional training and a thorough understanding of the retail industry, KK Group constantly invests and innovates in information, data, and intelligent systems with an Internet mindset. It ensures the authenticity of data and reduces human intervention by providing no-BA service and not holding large-scale promotional activities. It drives product selection and iteration with data, constantly updates products, and ensures that consumers can buy