EAST BUY (01797) climbed more than 7% in early trading on Thursday, with shares last changing hands at HK$25.64, up 7.28%, and turnover reaching HK$75.14 million.

At the 2026 China International Fair for Trade in Services, EAST BUY unveiled its first self-operated down jacket and announced that sales would officially begin on September 20. The company also showcased nearly 100 proprietary products at the event, including 60 self-owned food items and 34 non-food items, spanning categories such as fresh snacks, nutrition and health supplements, paper goods and personal care, as well as home and textile products.

Everbright Securities previously noted that EAST BUY's self-operated revenue for fiscal 2026 reached RMB 4.8 billion, up 37.4% year-over-year, while the number of self-owned product SKUs grew from 732 at the end of the prior fiscal year to 1,009. The brokerage pointed out that self-operated products have now become the company's primary growth driver, accounting for approximately 52.6% of gross merchandise volume in fiscal 2026.