KKV：An Emerging Retail Concept in Asia

KKV opened its first store in May 2019, featuring a striking bright yellow brand identity. In just two years, its store count grew to around 700 stores, and it quickly began preparations for an IPO. Such rapid expansion is almost unimaginable in mature markets like France, but in China’s vast consumer market, KKV has become a notable case study—though its rapid growth also brings certain challenges.

KKV positions itself as a "trendy retail concept store", with a youthful visual identity at its core. Its product mix includes designer small home items, stationery, daily essentials, and individually packaged foods popular with young urban professionals, effectively attracting a young, metropolitan clientele.

Stores are primarily located in major shopping centers in prime commercial districts—for example, Shanghai's Joy City—often on the second floor near escalators for maximum visibility. Individual store sizes range from 1,000 to 3,000 square meters, offering up to 20,000 SKUs, with prices generally between 3–15USD, making the value proposition very attractive. Personally, every time I visit China with my child, she insists on going to KKV.