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Molton Brown targets Asia as it accelerates global growth strategy

Lauretta Roberts
30 January 2024

Molton Brown is targeting further growth in Asia having recently opened its first store in Kuala Lumpur with further omnichannel expansion planned in Malaysia and beyond.

Parent of the British luxury fragrance brand, Kao Corporation, entered into a partnership with Southeast Asia’s leading luxury and lifestyle group Valiram, which opened the Kuala Lumpur store in the renowned luxury shopping destination The Exchange TRX.

The brand plans to further expand its business in Malaysia with an e-commerce platform and an extension of its luxury hotel amenities offering. It is also targeting Singapore, Thailand and Hong Kong for further expansion this year and will then enter the markets of Indonesia and Macau.

“We are excited to see Molton Brown grow outside of our primary markets and become a go-to destination for luxury fragrance in key Asian countries,” said Mark Johnson, President Cosmetics Business AEMEA, Kao and Global President Molton Brown.

Molton Brown

Molton Brown, Kuala Lumpur

“We are seeing a lot of growth potential in this region as the brand resonates extremely well with consumers, matching their values and priorities of high quality, exceptional customer experience and an innovative, sustainable product offering. Increasing our footprint in Asia will greatly contribute to our Molton Brown growth strategy and strong focus on fragrance, but also drive Kao’s global growth plans,” Johnson said.

Kao also owns Sensai, Oribe and Curél and the expansion of the Molton Brown brand forms part of its “Global Sharp Top” business strategy, which aims to grow all businesses that "have the potential to become market leader or create incremental value for consumers". It is planning further growth for Molton Brown in its home market UK, as well as across Europe and the US.

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