2025 Mar 27
AEON Stores (Hong Kong) Co., Limited

Renowned AEON private women's fashion brand, ESSEME opens its first overseas store at AEON STYLE Kornhill

AEON has successfully introduced its private women's fashion brand, ESSEME, at AEON STYLE Kornhill, becoming the first overseas store which officially opens on 28th March 2025 (Friday). The brand concept focuses on being “More beautiful, more like yourself”. It offers items emphasizing moderate trendiness and femininity, and particularly about materials and silhouettes.

The latest fashion collection from ESSEME is perfectly suited for various occasions this spring, featuring skin-friendly fabrics with fashionable design and allowing everyone to enjoy the season.

ESSEME is a women's fashion brand established by AEON in 2006, primarily targeting women aged 30 to 40. Its products are sold at approximately 320 AEON STYLE and AEON stores across Japan. The materials and design of these garments have been carefully selected to strike a perfect balance between fashion style and femininity.

Additionally, AEON has introduced another women's fashion private brand, SELF+SERVICE, which emphasizes a pastoral aesthetic. This brand is now available in three AEON STYLE in Hong Kong. SELF+SERVICE is a fashion brand that primarily use natural materials in order to realize a sustainable society that is considerate of people and the environment, offering natural style, comfortable and relaxed apparel. Currently, its products are sold at approximately 420 AEON STYLE and AEON stores throughout Japan, mainly selling eco-friendly clothing made from organic cotton and sustainable natural materials.

AEON Group has been dedicated to supporting the creation of sales areas, including employee training and product display methods. In addition, to make the shopping environment closer to that in Japan, the stores in Hong Kong will adopt similar layouts. ESSEME and SELF+SERVICE are scheduled to be launched at AEON STYLE Whampoa in July 2025. In the future, AEON will continue to actively introduce products and services from these two brands in Hong Kong stores. 

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About AEON Stores
AEON Stores was established in Hong Kong in 1985 and listed on the Hong Kong Stock Exchange in 1994. The Group is mainly engaged in the operation of general retail businesses (General Merchandise Stores and Independent Supermarkets). Currently, it operates 10 GMS, 3 independent supermarkets, 30 independent Living PLAZA by AEON, 30 independent DAISO Japan, 4 Mono Mono, 6 KOMEDA'S Coffee and 1 JELYCO DO By KOMEDA'S Coffee in densely populated districts in Hong Kong. It also operates 21 GMS and 17 independent supermarkets in Guangdong Province, the PRC.

For more information：
AEON Stores (Hong Kong) Co., Limited
Corporate Communication Department
Tel.：（852）2165 0777
Email：aeonpr@aeonstores.com.hk