Moral was established in 2018 and has left its footprint in locations such as K11 in Tsim Sha Tsui and MOKO New Century Plaza in Mong Kok East over the past seven years. After the closure of the K11 store in 2022, fans of Moral could only find our products at various sales points.

However, as we step into 2025, we’re thrilled to announce that our fans can now shop for their favorite products at our very own store! The new Moral store is located in Hollywood Plaza, Diamond Hill—a bustling shopping mall that houses 290 international and local brands. Hollywood Plaza is not only a popular shopping destination for nearby residents but is also highly accessible, situated directly above the Diamond Hill MTR station with a bus terminal and minibus stops at its base. We look forward to welcoming our customers and working together to promote environmental sustainability and build a greener future.

The Moral store is located on the second-floor atrium of Hollywood Plaza, making it highly visible.

Wood-Tone Space Creating a Relaxed Lifestyle Vibe

The store's exterior features glass windows, allowing passersby to see the products inside without stepping in. Upon entering, customers are greeted by grey flooring and wooden display shelves, which create a relaxed and inviting atmosphere, making them feel at home while joyfully selecting the perfect bag.

Additionally, the wood grain design naturally evokes a connection to nature, aligning seamlessly with our eco-friendly philosophy. Our bags, made from recycled plastic bottles, reflect this sustainable vision, which is thoughtfully integrated into the entire store design.

We aim to transform the store into a lifestyle space where customers can relax and enjoy their shopping experience.

Best-Selling Products: The Trendiest Backpack Wall

The Hollywood store is Moral’s flagship retail location. Compared to other sales points like Log-on and SOGO, the store offers a wider selection of new arrivals, such as the recently launched Chapel Sudoku Pet Carrier, the autumn-winter Woodland Series, and the collaborative Tara Backpack Collection.

In addition to new designs, Moral’s best-selling classics—including the Cecil Compact, Rochester, Nova, Budd, and Tait series—are all available in-store. Whether you're looking for popular staples or the latest trends, the Hollywood store has everything you need.