Sincere, a venerable Hong Kong retail institution, confirms the permanent closure of its Sham Shui Po branch in Dragon Centre by the end of December 2025, punctuating a three-decade presence in West Kowloon as the company adapts to evolving market dynamics.
The esteemed department store, which has been a cornerstone of the city’s retail landscape for generations, announced the decision on November 6, citing the expiration of its lease at the expansive shopping center. While the closure of the Sham Shui Po location represents a significant shift for the neighborhood, Sincere assured customers that its flagship stores in Central and Mong Kok, alongside its digital storefront, will maintain regular operations, continuing the brand’s enduring legacy.
The impending closure marks the conclusion of a nearly 30-year chapter at Dragon Centre, a location beloved by many longtime patrons. Reflecting the changing tides of Hong Kong’s retail environment, the retailer described the move on social media as a regrettable farewell, extending gratitude to consumers for their loyalty spanning three decades.
Farewell Sales Offer Deep Discounts
To commemorate its final weeks and give back to loyal customers, the Sham Shui Po outlet is launching an aggressive clearance sale campaign. Shoppers can anticipate substantial price reductions, with discounts reportedly starting at 90% off. This initiative serves as a major draw for long-term supporters seeking to make a final purchase and bid farewell to the iconic store.
The Dragon Centre site holds significant nostalgic value. Many former customers recall the department store’s expansive footprint during its peak, occupying seven floors before later consolidating to just three levels. The decision to shutter this large location underscores the intense pressures facing traditional brick-and-mortar retail in a city where consumers increasingly pivot toward smaller physical footprints or digital shopping platforms.
Consolidating the Physical Presence
The closure has fueled market commentary regarding the shrinking physical retail presence of established Hong Kong brands. Post-December 2025, Sincere’s physical network will be streamlined to its two remaining key locations: one on Hong Kong Island (Central) and one in Kowloon (Mong Kok). This strategic consolidation suggests the retailer is focusing resources on high-traffic, established retail hubs while bolstering its online offerings.
The challenges faced by large department stores—high operational costs, fierce competition from specialized retailers, and the ongoing shift to e-commerce—are palpable across the sector. Sincere’s move aligns with a broader industry trend of optimizing physical assets to ensure sustainability.
Looking Ahead
While the West Kowloon shop prepares to wind down operations, patrons can expect the core offerings and familiar seasonal promotions to continue at the remaining outlets. Customers are advised to monitor Sincere’s official communication channels for the latest details regarding the clearance sale schedule, final operating hours for the Sham Shui Po branch, and ongoing developments concerning the Central and Mong Kok locations.
The legacy of Sincere, one of Hong Kong’s longest-serving department store chains dating back over a century, remains intact through its continuing locations and digital transformation efforts. The optimization of its physical stores signals a clear path toward navigating the increasingly complex landscape of modern urban retail.