Chinese jeweller Chow Tai Fook aims to woo 'hip millennials'

Hong Kong

CHOW Tai Fook Jewellery Group plans to embark on its biggest effort in decades to add new brands as the world's largest jeweller seeks to diversify its ageing staple of customers.

The company will look to acquire competing brands or create new ones, managing director Kent Wong said in an interview in Hong Kong. Chow Tai Fook will also bolster the reach of its namesake brand by adding stores in lower-tier Chinese cities as it looks to grow beyond the top urban centres there.

Almost nine decades after its founding, the Chinese jewellery retailer's flagship brand wants to shift from an older generation of shoppers to attract hip millennials. Chow Tai Fook has introduced two marques in the past two years to widen its appeal among the young, and their popularity has given the company confidence to explore possibilities beyond its core brand,…