Giordano sees 2025 first half revenue growth with 5-year plan

Hong Kong-based apparel company Giordano has reported a 1.6% revenue growth in the first half of 2025 (1H 2025), mainly driven by the strong performance of the group’s online business. 

The group's online business achieved 26.1% year-on-year (YOY) growth, along with significant improvements in its wholesale and franchise operations. Notably, the group's same-store sales increased by 1.1%.

In mainland China, Giordano’s total revenue increased by 13%, with sales momentum accelerating throughout the period. The second quarter (Q2) saw almost 18% growth, significantly surpassing the 8% growth achieved in the first quarter (Q1). This rebound was primarily fueled by the outstanding performance of the online business, which achieved a remarkable year-on-year growth of approximately 30%.

The offline business has also shown signs of progress and renewed momentum as it executed the mainland China reset plan, including optimising store count and focusing on southern China. Same-store sales achieved a notable turnaround by remaining flat in the second quarter, a significant improvement from the 3.6% decline recorded in Q1.

On the other hand, Giordano’s revenue in Hong Kong and Macau swung from a decline of 6.5% in Q1 to a positive growth of 2.2% in Q2. According to the release, this outcome reflects the initial impact of the group’s “Beyond boundaries” five-year strategy - supported by stronger brand storytelling, improved product design and quality, and a continued focus on retail execution. As a result, the year-on-year revenue only recorded a modest decrease of 2.2% in 1H2025.

The group is cautiously optimistic about the continued recovery and growth prospects in Hong Kong. The upcoming launch of new merchandise collections, including the expansion of the popular Korea Collection, is expected to further strengthen its connection with consumers, drive improved sales and margins, and support sustained success.

Don’t miss: Giordano drops 'Korea Collection' to resonate with younger audience

Despite ongoing geopolitical tensions in the Gulf Cooperation Council (GCC) markets’ neighbouring regions, Giordano's business achieved a positive revenue growth of 1.9% YOY and maintained steady profitability. This stable performance, even in a volatile environment, was largely driven by improved product availability and the successful execution of targeted marketing campaigns that resonated with local consumers, according to the release. 

Revenue in Southeast Asia and Australia declined by 8%, largely attributable to the weak performance of the Indonesian market. Encouragingly, and in line with the group’s “digital-first” strategy, the eCommerce channel in Southeast Asia achieved a 4.8% year-on-year growth in the period under review.

Last year, the brand announced its  five-year strategy "Beyond boundaries” to revitalise the brand portfolio. As part of the new strategy, Giordano will launch a new label, firstly online in mainland China, Giordano Concepts (GC), positioned primarily toward female consumers. Using the abbreviated “GC” mark, the brand will be introduced in September 2025, targeting digitally savvy women aged 20 to 35, who seek trend-forward fashion at accessible prices without compromising on quality.

At the same time, the group will evolve its sub-brand Giordano Ladies, shifting the label toward a “premium elegance” positioning, and focusing on contemporary and relaxed business-casual attire. This answers to the shift in work modes, the influence of younger generations in the workforce and the greater emphasis on comfort and individuality among young female consumers.

To amplify the brand awareness, Giordano has tapped South Korean actress Roh Jeong Eui as Giordano’s new brand ambassador. Known for her magnetic screen presence in “Badland Hunters” and “Hierarchy” on Netflix, Roh has risen as a bold and authentic artist and a global style icon.

As the new face of Giordano, Roh will feature in the "Fall/Winter 2025 Page 5" and "Spring/Summer 2026 Womenswear and Korea Collection" campaigns for the Greater China and Asia Pacific regions. Roh’s appointment marks a pivotal step in Giordano’s evolution as a modern, customer-centric brand. It also highlights the group’s vision to foster deeper connections with both new and existing customers through great storytelling and collaborations.

Colin Currie, chief executive officer, Giordano International, said: “It has been a year since we announced our ‘Beyond Boundaries’ 5-year strategy. Since then, we have successfully executed a series of ‘quick win’ initiatives to lay a strong foundation for 2025 and beyond. In ‘Beyond boundaries’, 2025 is slated for a year of reset: a year focused on strengthening our ‘digital-first’ strategy, simplifying our brand portfolio, and ‘winning in Greater China’. I’m pleased to share that we are on track with all these priorities as we continue striving to become a growth company once again”.

“2025 is about planting the seeds, investing in the systems, capabilities, and culture that will enable Giordano to thrive for years to come. Our strong financial position allows us to make these strategic investments with confidence, balancing short-term returns with long-term growth. Together, with clarity, focus, and passion, we’re ready to go beyond boundaries and shape Giordano’s next chapter," Curried added. 

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