LUXASIA brings escentials brand to Malaysia

LUXASIA, an omnichannel distribution platform in Asia Pacific focused on beauty, is growing the regional footprint of its omni-retail concept, escentials, starting with Malaysia. escentials Malaysia is slated to launch both its online shopping site www.escentials.com.my, and stunning retail store on 2 November 2021.

The new escentials boutique will be located on the ground floor of Suria KLCC Shopping Mall Malaysia, and is touted to integrate luxury retail, engaging online and social commerce, consumer events, and pop-ups into an omnichannel offering for beauty-lovers.

The sub brand was birthed and nurtured in Singapore by LUXASIA more than 15 years ago, with three successful stores, and has partnered more than 70 of the finest and rarest beauty brands in the world. For Malaysia, the launch brand portfolio comprises a curated and focused collection of eight brands, spanning fragrances, skincare, make-up, bath and body, and home – Penhaligon's, Bjork & Berries, By Terry, Maison Francis Kurkdjian, Acqua di Parma, Bvlgari, Van Cleef & Arpels and Amouage. escentials aims to bring in more brands in the coming months.

Having invested heavily into a five-year omnichannel transformation, LUXASIA is now ready to expand escentials' reach by capitalising on its capabilities in omni-distribution. escentials aims to be the leading luxury and niche omni-retail concept in Southeast Asia that brings luxury experience closer to consumers. Being one of the group's best-performing units during the pandemic and having grown close to 25%, LUXASIA will expand on its direct-to-consumer capabilities across physical retail, eCommerce and social commerce powered by consumer analytics.

“Despite the difficult times, luxury beauty in Asia Pacific is expected to grow well. With increasing consumer sophistication, growing middle-class incomes, and the resultant trend to trade up, Malaysia's beauty market is ripe and promising,” said the press statement.

Karen Ong, chief commercial officer and regional managing director, at LUXASIA said, "We are proud to have built escentials up over the years as the authority in luxury niche beauty in Singapore. With this expansion into Malaysia, escentials promises to refresh the retail scene and delight consumers with our curated brand offering and luxurious consumer experiences."

LUXASIA's group CEO, Wolfgang Baier added, "escentials is one of LUXASIA's key pillars to accelerate the growth of luxury niche beauty in Asia Pacific. Beyond expanding its presence in Malaysia, escentials will also land in Vietnam, Thailand, and other regional markets soon.