Unfazed by prolonged geopolitical conflict in the Middle East, leading Chinese jewellery brand Chow Tai Fook (CTF) has expanded internationally, eyeing more outlets in Southeast Asia in addition to its recently opened concept store in Bangkok.
"We will continue to launch newly designed stores across high-growth potential markets, including in Southeast Asia and North America, following the successful launch of the Siam Paragon store in Thailand, Jewel Changi Airport in Singapore and Westfield in Sydney, Australia," said Gabriela Ferreira, general manager for international business at the Hong Kong-listed Chow Tai Fook Jewellery Group.
"Our strategic global retail network expansion enables us to target markets with high growth potential. While strategically optimising our store network, our priority is to launch new stores that generate higher productivity."
One of the company's key projects this year is opening a flagship store in Shanghai K11 in the fourth quarter, according to a statement.
"For the Chinese mainland, Hong Kong and Macau, we will continue to optimise our existing store footprint, upgrade the retail image at core commercial locations, and selectively open new outlets in high-potential cities to meet strong domestic luxury jewellery demand," said Ms Ferreira.
"Our international expansion strategy remains unchanged as we target high-growth potential markets. In the long run, we remain cautiously optimistic about the Middle East market. Our focus continues to be on strengthening brand presence in high-potential markets."
The opening of CTF's store in Siam Paragon marks a milestone in the brand's transformation, making it the first Chinese jewellery brand to join the mall's luxury portfolio, she noted.
"This new store expands our footprint in Thailand and further solidifies our luxury positioning across Southeast Asia," said Ms Ferreira.
Since its soft launch in early January, the outlet in Siam Paragon registered a balanced customer mix of Thais, Chinese and foreign tourists, underscoring its positioning as a global Chinese luxury group and accelerating brand penetration across Southeast Asia, noted the statement.
Alongside the mall opening, CTF unveiled its Dawn collection, jewellery inspired by the beauty of flowers in their first bloom and the vibrant energy of a world awakening to new life.
The brand also introduced a selection of Thailand-exclusive pieces in honour of local heritage, including a refined collection of Four-Faced Buddha ritual pendants and golden elephant ornaments.
Ms Ferreira said overseas expansion is not only about growing volume, but also strengthening its global brand presence and bringing Chinese craftsmanship and aesthetics to the world stage.
As an industry leader with more than 5,000 stores globally, CTF's strategy centres on quality, investing in high-return, experience-driven retail spaces that strengthen brand equity and customer loyalty with sustainable growth, she said.
