Hong Kong Brand: Pandemic Hits Online Sales, Local Home Décor Brand Opens Pop-Up Stores to Boost Neighborhood Business | Hong Kong Economic Times Limited (HKET)
Hong Kong Brand: Pandemic Hits Online Sales, Local Home Décor Brand Opens Pop-Up Stores to Boost Neighborhood Business
Local lifestyle brand Jardin Des Fontaines pivots to physical retail to build trust, as founder Yoyo Yau reveals the realities of launching during COVID-19.
From Online to On-Ground: A Survival Strategy
In a city known for cramped living spaces, Hong Kong-based Jardin Des Fontaines (JDF) is betting on curated home accessories to elevate everyday life. Despite not yet breaking even, the startup has invested six figures in pop-up stores across Kwun Tong, Lai Chi Kok, and Olympian City to complement its e-commerce presence.
"We moved from concept to launch in just three and a half months," reveals founder Yoyo Yau. The brand debuted with 7-8 regionally inspired collections, but supply chain hurdles—from quality control to warehouse logistics—proved daunting. "Fabric selection alone accounts for half our production costs," she notes, emphasizing their commitment to material consistency.
The Pop-Up Experiment
With revenue still in the red, JDF is prioritizing brand-building through neighborhood engagement. "Word-of-mouth is our currency now," Yoyo admits. Targeting design-conscious newlyweds and solo dwellers overlooked by mass-market retailers, the brand offers premium yet reasonably priced items like artisanal placemats, yoga mats, and bath mats—with placemats emerging as pop-up bestsellers.
"Many customers are surprised we're Hong Kong-designed," Yoyo observes, highlighting the local market's gap for original homeware. Each collection draws global inspiration, but tactile experiences at pop-ups have become key to forging emotional connections.
Omnichannel Growth Plans
Beyond Google/Facebook ads and social media livestreams, JDF has introduced gift cards and eyes European/American expansions through partnerships. "This is about proving our designs resonate beyond Hong Kong," Yoyo says.
Reporter: Chloe Chung
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