Founded in 2015, KK Group is a leading collection retail brand in China. The group adopts a multi-brand strategy and operates several quality brands, including the lifestyle curation brand "KKV," the beauty collection brand "THE COLORIST," the global designer toy culture brand "X11," and the pet lifestyle concept store "Pet Tribe," among others.

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.