Date
29 March 2017
DEMK offers young brands with unique designs from around the world, like purses from Greece or leather bags from St. Petersburg. Photo: DEMK
DEMK offers young brands with unique designs from around the world, like purses from Greece or leather bags from St. Petersburg. Photo: DEMK

How innovative sourcing helps a startup retailer stand out

Tired of shopping malls in the city that look like a clone of each other, offering the same group of major brands?

Twinnie certainly found it that way, and she’s betting lots of Hongkongers share her feeling.

With a startup capital of half a million Hong Kong dollars, Twinnie and her partners launched their first DEMK shop in Tsim Sha Tsui last year, hoping their small venture could break the pattern.

Coming from retailing and design backgrounds, the team is sourcing products from around the world that are not easily found in big retail chains, especially young brands with unique designs, Twinnie told JobMarket magazine.

From Greek purses to leather bags from St. Petersburg, or candles made in Australia, Twinnie is hoping their relatively unique offerings will be welcome by locals.

So far, shoppers are proving them right.

DEMK now has three outlets. In addition to the TST shop, they have added one at PMQ in Central and a pop-up store in Mong Kok. Total monthly sales have already hit HK$500,000.

Twinnie said they focus on mid-range to low-priced items. She often contacts designers overseas directly through the internet to always have something new to offer.

DEMK also secured the sole agency in Hong Kong for several brands to make sure customers can’t find the same merchandise elsewhere.

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Twinnie and her partners quickly expanded the number of DEMK shops from one to three within just one year. Photo: DEMK


EJ Insight writer

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