Chinese Retailer Plans Big Push in Indonesia

KK Group (Dongguan, China) has unveiled plans to return to the Indonesian market, with a three-brand portfolio set to be introduced in phases starting this month. The relaunch marks the beginning of a long-term expansion plan that will see KK Group build a large-scale, multi-brand footprint in Indonesia that’s projected to range between 500-1000 stores.

“Founded in China, KK Group has developed an extensive lifestyle retail network across its home market and Southeast Asia, serving predominantly young, urban consumers,” the retailer said in a news release. “The group operates more than 1000 stores in over 200 cities across China and more than 150 stores in Southeast Asia, focusing on experiential, design-led retail formats that combine product curation with visual merchandising and in-store engagement.”

KK Group’s portfolio currently consists of three brands: KKV, a premium lifestyle concept offering over 20,000 SKUs across home goods, stationery, food and fashion; The Colorist, a large-scale beauty collection brand; and X11, a trend-culture concept store dedicated to art toys, anime collectibles and pop culture creativity youth-focused store design.

X11 will be the first brand to launch in Indonesia in a multi-city rollout starting this month in Greater Jakarta, major hubs in Java, East Java’s economic centers, Bali and selected island markets. After that, KK Group plans to introduce KKV and The Colorist to the country as part of a broader regional strategy. Over time, the group aims to build a network of more than 500 stores across its three core brands in the Indonesian market.

In addition, the group’s new pet-focused concept, Pet Tribes, may also make its way to Indonesia. If that happens, KK Group envisions operating more than 1000 stores under those four brands.

“Indonesia has always been a key market for us in Southeast Asia,” said Rojen Wu, COO of KK Group International Business. “…We are committed to building a comprehensive lifestyle retail ecosystem and bringing a refreshed retail experience to Indonesian consumers.”

According to published reports, the company exited Indonesia in 2022, selling its stores there to local partners who renamed them Oh! Some.