Giordano Ladies rebrands as 'gl' at refreshed Central flagship

Giordano has rebranded Giordano Ladies, its premium womenswear brand, with a refreshed shorthand logo “gl” and relaunched its 5,858-square-foot flagship store on Queen’s Road Central, Hong Kong.

The newly relaunched store features fresh designs, an elevated customer journey, and an exclusive collection, targeting young consumers. Since the brand refresh in August 2025, customer response has been positive, with strong momentum in same-store sales growth.

The relaunch of gl marks the beginning of Giordano's broader brand revitalisation campaign, which goes beyond new store design and refreshed brand imagery, according to Colin Currie, chief executive officer of Giordano.

"It also includes the introduction of new products and a stronger, more integrated connection with our existing and new customers across offline and online channels. We have been encouraged by gl’s strong sales momentum since the second half of 2025, which demonstrates the efficacy of our strategy," he said. 

"Looking ahead, the rebranding of our core Giordano brand will debut in Hong Kong in the fourth quarter, led by the launch of our flagship store in Tsim Sha Tsui, which will be the first to showcase our new store format and enhanced retail experience," he added.

In the first quarter, Giordano recorded a solid 3.9% increase in overall revenue and a 7.4% rise in retail revenue, driven by growth in the Greater China market—including sustained momentum in Hong Kong from the second half of 2025 into the first quarter of 2026, a rebound in Taiwan, and strong e-commerce performance in Mainland China.

Overall same-store sales grew by 8.2%, supported by the Group’s store optimization strategy and continued performance improvements in Mainland China. These results reflect the strategic priorities outlined in the Group’s “Beyond Boundaries” five-year strategy, with a focus on its “Digital First” and “Winning in Greater China” initiatives.

In its home market of Hong Kong, revenue growth reached 6% during the first quarter, while Taiwan recorded a 14% increase in sales. Encouragingly, Mainland China’s eCommerce sales growth continued to accelerate, reaching 46.7% during the same period.

Southeast Asia markets, excluding Indonesia, delivered double-digit sales growth, supported by favourable currency movements and weather conditions. In particular, Singapore and Malaysia achieved 12.1% and 14% increases in sales, respectively, while Thailand recorded a 9.2% growth.

Currie added, "Our target of achieving 3% to 5% revenue growth for our core brand this year remains unchanged. Despite a volatile global economic environment, we remain firmly focused on the strategic priorities set out in our ‘Beyond boundaries’ five-year strategy, which guides our efforts to deliver sustainable growth while shaping Giordano into an iconic and enduring brand. Our ambition is to position Giordano not just as a brand, but as a distinctive symbol of Asian apparel, defined by superior quality, comfort, confidence and creativity."

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

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