Notice Regarding Theft Incident at GINZA XIAOMA Hong Kong Store and Implementation of Enhanced Security Measures

ASU BRAND Co., Ltd. (Headquarters: Chuo-ku, Tokyo; CEO: Xiaoma) hereby reports a theft incident that occurred at our GINZA XIAOMA Hong Kong store. Following comprehensive security enhancements and strengthened surveillance measures, the store has resumed operations as of today.

Incident Overview

　● Date & Time: November 30, 2024, 7:33 AM (Hong Kong Time)

　● Location: GINZA XIAOMA Hong Kong Store Room 1705, New World Tower 1, 16-18 Queen's Road Central, Central District, Hong Kong

　● Extent of Loss:

　　66 Hermès bags (including Birkin and Kelly models)

　　Total loss: Approximately HK$10 million (including consignment items worth approximately HK$3 million)

　● Nature of Incident: Store break-in and theft by three perpetrators

XIAOMA Hong Kong store(1)

XIAOMA Hong Kong(2)

Current Response Status

1. Police Investigation

　● Investigation ongoing by Hong Kong Police Serious Crime Unit

　● Surveillance footage and evidence submitted to authorities

2. Customer Impact Management

　● 100% compensation provided for affected consignment items as per contract

　● Individual notification and compensation procedures completed

3. Security Measures

　● Emergency enhancement of store security and alarm systems

　● Strengthened surveillance in coordination with building management

Customer Data Security We confirm that no customer information has been compromised in this incident.

Store Operations Status

　● GINZA XIAOMA Ginza Flagship and SG Store: Operating as normal

　● GINZA XIAOMA HK : Reopened December 2, 11:00 AM (Hong Kong Time) with enhanced security measures

　● All locations: Additional security protocols implemented

Future Security Measures

1. Security System Enhancement

　● Comprehensive security equipment upgrade

　● Strengthened security personnel presence

　● Improved merchandise storage protocols

2. Operational Improvements

　● Enhanced staff training programs

　● Revised risk management procedures

　● Updated global store security protocols

3. Customer Asset Protection

　● Expanded insurance coverage

　● Enhanced product management systems

　● Strengthened security verification processes

Our Commitment and Apology

We sincerely apologize for any concern this incident may have caused our valued customers. While our stores maintain comprehensive insurance coverage, we acknowledge that individual insurance was not previously in place for the affected items. Protecting our customers' assets remains our highest priority. We contacted all affected customers on the day of the incident and completed full compensation within 48 hours.

To prevent future incidents, we are implementing:

　1. Individual insurance coverage for all consignment items

　2. Comprehensive store security system upgrades

　3. Enhanced surveillance measures

　4. Strengthened building security coordination

　5. Thorough review of facility management protocols

XIAOMA has over 11 years of experience as a specialized Hermès retailer and has always been committed to protecting our customers' valuable assets. Moving forward, we have decided to implement individual insurance coverage for all consignment items to ensure the highest standard of customer asset protection under any circumstances. We take this incident very seriously and will dedicate our full efforts to strengthening security and restoring trust.

Customer Inquiries Regarding This Incident

　Customer Service: +852 2662 9721

　WhatsApp: +852 5612 1451

　Email: info.hk@asubrand.jp

　XIAOMA Hong Kong Store Manager: Noa Kurumada

Store Information ( in Japan )

　XIAOMA Ginza Flagship

　https://ginzaxiaoma.com/new-open

Location : 1F/2F Dai21 Chuo Building, 1-8-21 Ginza, Chuo-ku, 

 Tokyo 104-0061, Japan

 Ginza Station, Exit A13, 5 min. walk

 Ginza Itchome Station, 2 min. walk from Exit 7

Phone number: 0120-900-864

Business hours: 11:00 -  20:00

XIAOMA Ginza Flagship