Giordano kicks off brand revamp in HK and SG

Giordano is gearing up for the next chapter of its brand transformation with the impending launch of "Giordano 2.0", a brand revitalisation programme that will see upgrades across its store concepts, consumer experiences, product offerings and retail locations.

Set to roll out in Hong Kong and Singapore in the final quarter of 2026, "Giordano 2.0" marks the second year of the group’s "Beyond boundaries" five-year strategic plan. The programme will also introduce a new proprietary website in both markets, with further market rollouts planned from 2027.

The revitalisation aims to sharpen Giordano’s core proposition around quality, value and everyday design, with a focus on positioning the brand as a leading provider of everyday essentials.

Beyond Asia, Giordano plans to use the "Giordano 2.0" programme to expand its digital footprint into new markets, including North America and Europe, towards the end of 2026. The group believes its product positioning, quality and value proposition will resonate with consumers in these markets, providing an opportunity to build its presence through a capital-light approach.

The brand is also making progress on its relaunch in India, where it sees significant potential, particularly through digital eCommerce.

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The move follows the successful rebrand of Giordano Ladies, which was relaunched in April with a modern, relaxed business-casual aesthetic. The shift moves the brand away from its roots in smart office dressing towards "premium elegance". The new direction delivered 5% growth in Hong Kong in the first half of 2026, with Giordano reporting strong engagement from both existing customers and a younger female audience.

Building on this momentum, the group plans to accelerate the rebrand in Hong Kong and extend the approach to additional markets, including a Manson House location in Tsim Sha Tsui, Hong Kong, in the second quarter of 2027.

On the digital front, Giordano’s "Digital-first" strategy continues to gain traction. Online sales for its core Giordano brands grew 14.2% in the first half, with mainland China rising 11.9% and the Gulf Cooperation Council (GCC) surging 33.3% year-on-year. Despite this momentum, the group’s online penetration remains below industry benchmarks in most markets, signalling further room for growth.

Entering the second year of its "Beyond Boundaries" strategic plan, Giordano has continued to navigate a challenging external environment, particularly in the GCC markets, which have faced headwinds since March due to the ongoing Middle East conflict. Nonetheless, the group said its underlying business has remained resilient, driven by disciplined execution across merchandising, pricing and customer engagement initiatives.

"Our 'digital first' strategy and 'Winning in Greater China' continued to deliver results, with mainland China's online business responding to changing consumer preferences while maintaining margin discipline. These results reinforce our confidence in the 'Beyond boundaries' strategy and our ability to deliver sustainable, profitable growth," said Colin Currie, chief executive officer of Giordano International.

"The clarity of our strategy, the early positive results from our brand revitalisation and the resilience of our operating model give us confidence in the road ahead. We remain focused on improving sales quality, expanding margins and generating robust cash flow in the second half of 2026 and beyond," added Currie. 

MARKETING-INTERACTIVE has reached out to Giordano for more information. 

Giordano has also been rolling out initiatives and collaborations to engage diverse audience groups. Most recently, it joined forces with Japanese IP Chiikawa to launch a collection aimed at younger shoppers and families.

The Chiikawa collection is available at selected stores across Hong Kong, Cambodia, Canada, mainland China, the GCC, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam, as well as on Giordano’s eShop.

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