Singapore O2O retailer Naiise to enter Malaysia, its first step outside of Lion City

Kevin McSpadden
Singapore O2O retailer Naiise to enter Malaysia, its first step outside of Lion City

Naiise has been a champion of #GoLocal and wants to bring the mantra to Malaysia (and eventually the UK)

For decades now, shoppers have enjoyed boutique stores focussed on design over brand. They often are the best place to find unique decorations, stand-apart phone cases or knick-knacks ‘you didn’t know you wanted until now’.

In Singapore, the startup Naiise has been operating an O2O version of these stores since 2013 — and has been bootstrapped the entire way.

Today, the startup announced its first international expansion into Malaysia, including the offline stores and a dedicated e-commerce platform for the country.

The strategy in Malaysia will follow that of Singapore, which has six retail stores across the city. Naiise will focus on Kuala Lumpur and is targetting a debut facility of 4,000 square feet by Q3.

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Tan Wen Dee, the Managing Director of Naiise Malaysia, says the country was already a top-5 overseas purchasing markets for the company.

“With our expansion into Malaysia, we can further curate our products to fit the local demand as well as provide consumers with cheaper and faster shipping options, supported by a local team and fulfilment warehouse in Malaysia,” said Tan.

Bringing #GoLocal international

Naiise claims to be one of the first retailers to promote the #GoLocal movement (which refers to buying and selling products made in Singapore). Now it wants to bring the same mindset to Malaysia.

The launch will start with 50 brands (30 per cent of which are Malaysian) and by the end of 2017 the company hopes to have 300 brands and half of them local. An important part of the Naiise mission is to provide local designers with an international consumer base.

“We also remain committed to supporting local designers and makers in each of the markets we operate in, in celebration of creativity, entrepreneurship and the unique culture and heritage that local design products can offer,” said Founder Dennis Tay in a statement

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Some of the Malaysian brands on board are MAD3 Studio (a furniture company), Repleat (a bag company) and The Great Indoors (which restores old lifestyle goods).

Looking ahead, the company wants to expand to the UK by the end of 2017.

The company also said it wants to launch design workshops in Q3 and add new categories (kids and literature) by the end of the year.

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