K11 MUSEA tenant upgrade fuels record spending

Miu Miu, Max Mara, and IWC Schaffhausen expanded their footprint at the mall.

K11 MUSEA’s sales increased in the first half (H1) of 2026 as new international luxury brands, store expansions, and changes to its tenant mix supported retail spending.

The Hong Kong retail destination has been carrying out a brand upgrade programme since the second half of 2024, which has brought in new international brands and expanded existing stores, including Miu Miu, Max Mara, and IWC Schaffhausen.

K11 MUSEA recorded a 40% year-on-year (YoY) increase in sales in H1, its highest for the period since opening, whilst newly introduced brands recorded average sales growth of more than 30%.

Member spending also hit a first-half record, with spending on watches and jewellery rising 80% YoY.

Spending on international luxury brands increased 20%, whilst athleisure member spending rose 60% following the addition of brands including HOKA and Kailas.

The mall also attributed growth to cultural and retail events. Tourist spending increased 50% YoY during the summer holiday, whilst member spending in August rose 30%.

Horace Lam, CEO of K11 Hong Kong, said the company had spent the past two years focusing on its commercial strategy, tenant mix, and relationships with brand partners.

“The 30% average sales growth amongst our newly introduced brands clearly proves the success of our brand upgrade strategy,” Lam said.

K11 MUSEA plans to continue the brand upgrade programme in the fourth quarter, with Prada amongst the international luxury brands slated to open. An international yoga brand is also expected to debut at the mall.

The KLUB 11 loyalty programme will undergo an upgrade starting in September, including changes to its membership tiers, rewards, and bespoke experiences.