Hong Kong-based dessert chain Hui Lau Shan is aiming for a bigger share of the pie in its existing markets.

Hui Lau Shan, known for its mango platter and glutinous rice balls in mango juice, plans to end the year with a total of 250 outlets. New shops are on track to open before the year end in Hong Kong, mainland China and Malaysia.

Hui Lau Shan’s concept is to create an ambience where customers can leisurely enjoy their desserts with friends or while surfing the internet.

Founded by Hui family, Hui Lau Shan opened its first outlet in Yuen Long, Hong Kong in 1960s. In 2007, Hui Lau Shan was acquired by private equity firm Navis Capital Partners.

The first mainland store opened in Shenzhen in 2008. The chain has expanded to other cities and now has around 50 stores in China. All mainland outlets are company-operated and it is currently developing a partnership with a mainland business for franchise operations in northern China.

Meanwhile, the Malaysian market will get 12 new outlets by next March, adding to the four existing outlets, said Hui Lau Shan CEO William Chew.

The dessert chain currently has a total of around 110 outlets in Hong Kong, mainland China and Malaysia.

GB