HK cookie shop Jenny Bakery bites into KL with Bangsar flagship store

Popular Hong Kong-based cookie shop, Jenny Bakery, has landed on the shores of Malaysia by opening its flagship store in Bangsar Shopping Centre. The cookies were initially only made available to Malaysia consumers online via a portfolio investment company named Pinz, which is understood to have been importing the cookies into Southeast Asia. Pinz's CEO Jovi Wong told A+M the decision to launch a boutique in Kuala Lumpur was due to the increase of demand for premium and lifestyle products in Asia.

It will focus on building a strong omnichannel strategy that will optimise its business and maximise reach. "It takes a dynamic, integrated strategy to understand and always be there for our customers in a way that drives sustained business growth," he explained. According to Wong, the bakery's intended target audience are consumers who are interested in premium quality butter cookies and high tea culture.  Wong added that when targeting such consumers, the company opts for an online merge offline option, which merges the online and offline retailing to create new business opportunities while "giving the best customer service experience to the customers". 

The current marketing team for Jenny Bakery Malaysia comprises an in-house team from Pinz. On the agency front, it is working with Elliot and Co. for strategic brand communications. Jenny Bakery is currently available in Singapore and according to its website, the cookies can either be bought online or at TANGS. Its retail shop at Ang Mo Kio closed in 2019, close to four years after it first opened.

Meanwhile, the bakery plans to open its first outlet in Thailand, with Pinz setting aside about RM12 million, targeting to open five flagship stores. Outside of Southeast Asia, Jenny Bakery is also available in Taipei, South Korea, and Japan. A+M has reached out to Jenny Bakery Malaysia for additional information.