Giordano Holdings was founded in Hong Kong in 1981. In 1985, a new philosophy created a new Giordano with emphasis on value-for-money, basic styles, great quality and colours. In 1986, Giordano launched the "Giordano Means Service" campaign - A belief, a philosophy, a culture and a life-long commitment towards excellent customer service. Giordano started its rapid expansion in Hong Kong, Taiwan, Singapore and the Philippines and by 1990 and Giordano had 150 retail outlets across these four markets. Expansion into Mainland China, Malaysia, Thailand, South Korea and the Middle East soon followed.