Since 1987, we’ve been shaping the fashion retail landscape in Hong Kong, China, and beyond. Specializing in premium fashion and lifestyle brands, we bring global style to local markets. Headquartered in Hong Kong, our operations span across key cities like Beijing, Chengdu, Shanghai, Shenzhen, and Singapore. With over 70 retail stores in the region, we are proud to be at the forefront of the fashion retail industry.

At Sidefame, we work exclusively with the best shopping malls, securing prime locations to ensure maximum visibility and success for our brands. Our expertise lies in nurturing niche brands—building strong identities, connecting them with local customers, and helping them thrive in dynamic markets.

We believe in more than just selling products; we cultivate experiences. From merchandising and marketing to operations, we’re committed to making each brand shine and each customer interaction unforgettable.

Our management philosophy follows a Reversed Triangle structure, where our front-line staff are at the top. We believe in empowering our teams to deliver exceptional service, foster an entrepreneurial spirit, and create meaningful connections with customers. From product knowledge and styling to personalized service, we go beyond expectations to make every interaction special.

Because we know this: Happy Team, Happy Customers. 

A motivated and supported team translates to outstanding customer experiences, and that’s what sets us apart.

We believe in a 360-degree omni-channel approach to marketing. Our strategies span PR, influencer collaborations, social media, e-commerce, and CRM programs, ensuring our brands are visible and accessible any time, anywhere. Whether it’s in-store or online, we create seamless experiences, connecting with customers wherever they are.

As part of our on-going commitment to minimizing waste, we have introduced an initiative to reduce the consumption of shopping bags. Customers are rewarded with bonus points, redeemable for future purchases, each time they forgo a shopping bag. Since its launch in 2024, this program has successfully saved 42,000 shopping bags, making it easier for customers to shop sustainably.   

Continuing our efforts to reduce waste, we have transitioned to biodegradable packaging materials for our e-commerce operations. Additionally, we replaced 7,000 physical coupons with digital versions during our festive promotions, significantly cutting down on paper usage while enhancing convenience for our customers.  

During Christmas, we collaborated with The Children’s Cancer Fund in Hong Kong through a meaningful fundraising initiative. The Group purchased festive cookies and encouraged customers to join in by donating through the purchase of these cookies. Beyond the cost of the cookies, the Company made a matching donation to amplify the impact and spread holiday joy to children in need.  

In the spirit of the Mid-Autumn Festival, we supported Orbis through their “Love Around the Moon” initiative by purchasing their festive gifts. This simple act allowed us to share warm blessings with family and friends while extending our support to the visually impaired around the globe. 

We also partnered with iBakery, a social enterprise under the Tung Wah Group of Hospitals, which trains and employs people with disabilities. Through purchasing their delicious and healthy products, we contributed to their mission of creating opportunities and empowering individuals with special needs.  

In the spirit of the Mid-Autumn Festival, we supported Orbis through their “Love Around the Moon” initiative by purchasing their festive gifts. This simple act allowed us to share warm blessings with family and friends while extending our support to the visually impaired around the globe. 

At SIDEFAME, we believe that small, meaningful actions can make a big difference. Whether it’s reducing waste, supporting charitable causes, or empowering local social enterprises, we are committed to repaying society and spreading positivity every step of the way.