Kao Corporation has launched Molton Brown, its British luxury fragrance brand, in the Malaysia market with a flagship store opened in the Exchange TRX Mall, an upscale shopping center located in Kuala Lumpur’s international financial district.
 
Molton Brown plans to further expand its presence in Malaysia through various channels soon after the opening. The next steps for brand expansion will be the launch of a Molton Brown e-commerce site and the acceleration of its luxury hotel amenities business in order to create various touch points to send customers to the store and e-commerce.
 
This strategy aims to enhance the brand’s visibility in Malaysia based on the idea of a “Molton Brown Village,” an online-merge-offline (OMO) concept that aims to create multiple touchpoints with customers. Various stores around the TRX Mall and amenities at nearby luxury hotels and restaurants will create synergy to generate customer interest and direct traffic to the brand.
 
Following the expansion into Malaysia, Molton Brown plans to move into B-to-C businesses in Singapore, Thailand, and Hong Kong in 2024, and then to debut in Indonesia and Macau. The brand aims to position itself for further globalization by strengthening its business in Asia.

Related Beauty News

Earlier this week, Kundal, a Korean haircare brand, debuted at Guardian stores, which is the largest pharmacy, health, and beauty retail chain in Malaysia that caters to the country's expat community.