Hong Kong’s K11 Musea has reported record first-half sales, with revenue rising 40 per cent year-on-year as its sweeping brand upgrade program gains momentum.

New World Development said the cultural-retail destination achieved “a new record for the same period since its opening”, while newly introduced brands recorded average sales growth of more than 30 per cent. 

The first phase of the brand upgrade program, launched in the second half of 2024, is on track to be completed by the end of this year. 

“Over the past two years, our team has focused on driving our commercial strategy, optimising the tenant mix and working closely with key brand partners to introduce flagship stores with strong sales productivity,” said Horace Lam, CEO of K11 Hong Kong.

Luxury categories led the growth. Member spending on watches and jewellery surged 80 per cent year-on-year in the first half, while spending on international luxury brands rose 20 per cent.

Recent additions to the centre include new boutiques from Miu Miu and IWC Schaffhausen, as well as a new duplex store from Max Mara. Premium lifestyle brands are also expanding the tenant mix, with Hoka and outdoor brand Kailas making their K11 Musea debuts over the summer.

The centre’s cultural programming also helped drive visitor traffic and spending. Tourist spending rose 50 per cent year-on-year during the summer period, supported by events and experiences. 

Spending by K11 loyalty program members rose 30 per cent in August.

Looking ahead, K11 Musea plans to continue its luxury expansion, with Prada among the brands expected to open during the coming months. An international yoga brand is also set to debut at the destination.