Jakewell to Launch Hong Kong's First Hybrid Baby and Pet Store, Tapping into Evolving Family Trends

HONG KONG – April 30, 2026 – By Stephanie Kelly

Trusted baby product retailer Jakewell is set to redefine the family shopping experience with the launch of its largest store to date, a groundbreaking 5,000-square-foot hybrid concept catering to both babies and pets. Opening on May 8 in the AIRSIDE mall in Kai Tak, the new location marks a significant strategic pivot for the brand, acknowledging a profound shift in Hong Kong's domestic landscape where pets are increasingly considered integral family members.

The store, Jakewell's fifth in the city, will be the first in Hong Kong to integrate a dedicated 'Pet Zone' alongside its extensive collection of premium baby products. This innovative model aims to create a one-stop destination for the modern urban family, a direct response to evolving consumer needs and the burgeoning 'pet economy'.

A New Blueprint for the Modern Family

Jakewell's move is a clear reflection of changing demographics and social norms across Hong Kong. With a growing number of households choosing to include pets, the traditional definition of family is expanding. Research indicates that approximately 38% of households in the city now own pets, fueling a robust market where owners are investing heavily in their animals' well-being. This trend, often termed the rise of the 'fur baby', has created a new consumer segment that Jakewell is poised to capture.

The hybrid store concept was born from direct customer feedback. A brand spokesperson noted the logistical challenges faced by parents, explaining, "Many parents head out with both their baby and their pet, and previously had to visit multiple stores to get everything they needed." By uniting these two retail categories under one roof, the company aims to eliminate this friction, offering unprecedented convenience.

This fusion of baby and pet care products—from high-tech strollers and car seats to rocker beds for both infants and animals—is more than a retail strategy; it's an acknowledgment of the concept of 'human-pet harmony' transitioning from a lifestyle ideal into a tangible consumer demand. Jakewell is positioning itself at the forefront of this movement, creating a space where no member of the family, two-legged or four, is overlooked.

Beyond the Shelf: The Rise of Experiential Retail

In an era where physical retail must offer more than just products to compete with e-commerce, Jakewell's new flagship is a masterclass in experiential shopping. The store's most talked-about feature is Hong Kong's only 'Test Drive Track', an innovative zone that allows customers to trial both baby and pet strollers on simulated real-world surfaces, including cobblestones and grass.

This 'try-before-you-buy' model directly addresses a major pain point for consumers making significant investments in mobility gear. By allowing parents and pet owners to test suspension, handling, and maneuverability in a controlled environment, the track transforms a purchase decision from a guess into an informed choice. This hands-on approach is a powerful tool for building customer confidence and loyalty.

The track is a prime example of 'retailtainment', a trend gaining significant traction in Hong Kong, where surveys show 78% of consumers favor experiential shopping over traditional models. By creating a memorable and engaging in-store experience, brands can foster deeper connections with customers, driving both foot traffic and sales in a competitive market.

Further enhancing the immersive experience, the store will also feature Hong Kong's largest brand experience zone for Stokke. This dedicated area will showcase the full product line from the renowned Norwegian baby brand, allowing customers to interact with the celebrity-endorsed products firsthand.

A Strategic Anchor in Kai Tak's Pet-Friendly Community

The choice of Kai Tak for this pioneering retail concept was a deliberate and strategic decision. The district, built on the site of the former international airport, is rapidly transforming into one of Hong Kong's most vibrant and modern residential hubs, attracting a significant number of young families—the core demographic for both baby and pet products.

Crucially, the AIRSIDE mall and the wider Kai Tak area have been developed with a pet-friendly ethos. AIRSIDE itself offers numerous amenities for animal companions, including designated indoor areas, pet stroller rentals, and complimentary supplies. This infrastructure, combined with nearby public spaces like the Kai Tak Runway Park, has cultivated a thriving community where pet ownership is not just tolerated but actively welcomed.

By planting its flag in Kai Tak, Jakewell is embedding itself within a community that perfectly aligns with its new brand direction. The store is not just a retail outlet but a community anchor, reflecting and reinforcing the family- and pet-inclusive lifestyle that defines the area. This synergy between retail and urban development points to a sophisticated understanding of how modern communities live, work, and shop.

A Global Curation for Hong Kong Families

Staying true to its reputation for quality, the new store will bring together more than 30 leading international brands from Europe, the United States, and Asia. Alongside established favorites like Doona, Bugaboo, and UPPAbaby, Jakewell is introducing several brands to the Hong Kong market for the first time, including Woom, Thule, WonderFold, and Tavo, significantly expanding the choices available to local parents and pet owners.

To celebrate the grand opening on May 8, the store will welcome all family members, including pets, with special promotions. Customers who check in on social media from the Stokke zone can receive a complimentary travel organizer bag, while those visiting the Pet Zone with their furry friends will be gifted a pet ball toy. These initiatives underscore the store's inclusive philosophy, ensuring that the celebration extends to every member of the family.