ID :
41238
Sat, 01/17/2009 - 18:11
Auther :
Shortlink :
https://oananews.org//node/41238
The shortlink copeid
FOREST'SECRET SET TO PENETRATE OVERSEAS MARKET By Tengku Noor Shamsiah Tengku Abdullah
KUALA LUMPUR, Jan 17 (Bernama) -- Forest'Secret, a wellness and beauty brand that specialises in innovative herbal solutions is set to penetrate overseas markets particularly in Europe, the Middle East and North Africa.
Forest'Secret Sdn Bhd is the owner and brandbuilder of the forest'secret
brand - a premium herbal-based products brand.
It is a wholly-owned subsidiary of Malaysia International Franchise Sdn Bhd
(MyFranchise), the franchise investment holding company and brandbuilder of
Perbadanan Nasional Bhd (PNS), which in turn is an agency under the wings of the
Ministry of Entrepreneur and Cooperative Development (MeCD).
MyFranchise invests in brands and builds new brands as well as develop
the brands and products for the international market.
Its chief executive officer, Shahrul Azlan Zulkifli, said the company
expected to open up outlets in London and Jeddah this year.
"London will be a good launchpad for entry into Europe and Jeddah will be
our gateway into the halal Middle East and North Africa market.
"We are intensifying efforts to get all the necessary approvals and
certification for market entry as well as concluding our market study of both
markets," he told Bernama recently.
Shahrul Azlan said Egypt would be the next target destination as it
was a market of more than sixty million people with large cities and modern
lifestyle suitable for a premium halal brand in beauty and wellness.
However, he said the market in Saudi Arabia was equally large, with many
large cities and even new cities under construction, which "will keep us busy
for many years."
He said the idea now was to find a Master Franchisee that would acquire the
rights and manage the franchise in Saudi Arabia.
"We have always positioned Forest'Secret as a premium brand and priced our
products for the middle class and upper class market," he said.
In an economic slowdown, he said mid-range brands suffered the most
because the middle class would either downgrade to a mass brand or those with
more money would go for the premium brands which become more affordable now with
the slight decrease in their prices.
Shahrul Azlan also said the company does not see a meltdown in consumer
demand, just cautious spending due to various uncertainties.
On competition in the industry, he said the company did not compete with
local brands. "We always push ourselves against international brands like
L'Occitane and Crabtree & Evelynn as well as regional ones like Hahn & Thann
from Thailand.
"When we started, we benchmarked ourselves against Body Shop."
He said only within two years since it started, there were already many
suitors and parties interested in investing or acquiring equity in the company.
"Some funds from Dubai have expressed interest as they expand their
portfolio into retail brands like ours," he said.
Shahrul Azlan said the brand Malaysia has always been well perceived and
highly regarded in the Middle East market.
"Our government has done a lot to position Malaysia as a dynamic brand,
modern and of high quality, making it easier to break into the respective
markets.
"And Forest'Secret as a brand will not fail the government's effort and
will not fail the dreams of many small and medium enterprises (SMEs) in our
supply chain," he said.
He said the Forest'Secret brand could also grow to be worth more than RM50
million by the end of 2010 as the company expands the brand to other
business sectors such as hospitality and apparels.
Forest'Secret products are retailed via shops and herbalcarts at major
shopping malls around the country.
The company, which opened its first shop at the Curve shopping area in
Petaling Jaya near here in April 2007, presently has four shops and five
herbalcarts in major shopping complexes in the country including in Kuala
Lumpur, and southern cities of Johor Bahru and Melaka.
Its branch at Sunway Pyramid, which re-opened in December last year, has
been also enlarged to offer spa services.
Locally this year, the company also expects to open eight more outlets
namely in Kuala Lumpur, Kuala Terengganu and Kota Kinabalu.
"We will also launch our direct selling plan as a means of expanding the
products throughout the country, heighten awareness and create new market
opportunities ahead of opening our outlets there.
"Presently we are supplying to several hotels our toileterries set and
spa products. We expect to grow this commercial business to the airlines as
well," he added.
-- BERNAMA
Forest'Secret Sdn Bhd is the owner and brandbuilder of the forest'secret
brand - a premium herbal-based products brand.
It is a wholly-owned subsidiary of Malaysia International Franchise Sdn Bhd
(MyFranchise), the franchise investment holding company and brandbuilder of
Perbadanan Nasional Bhd (PNS), which in turn is an agency under the wings of the
Ministry of Entrepreneur and Cooperative Development (MeCD).
MyFranchise invests in brands and builds new brands as well as develop
the brands and products for the international market.
Its chief executive officer, Shahrul Azlan Zulkifli, said the company
expected to open up outlets in London and Jeddah this year.
"London will be a good launchpad for entry into Europe and Jeddah will be
our gateway into the halal Middle East and North Africa market.
"We are intensifying efforts to get all the necessary approvals and
certification for market entry as well as concluding our market study of both
markets," he told Bernama recently.
Shahrul Azlan said Egypt would be the next target destination as it
was a market of more than sixty million people with large cities and modern
lifestyle suitable for a premium halal brand in beauty and wellness.
However, he said the market in Saudi Arabia was equally large, with many
large cities and even new cities under construction, which "will keep us busy
for many years."
He said the idea now was to find a Master Franchisee that would acquire the
rights and manage the franchise in Saudi Arabia.
"We have always positioned Forest'Secret as a premium brand and priced our
products for the middle class and upper class market," he said.
In an economic slowdown, he said mid-range brands suffered the most
because the middle class would either downgrade to a mass brand or those with
more money would go for the premium brands which become more affordable now with
the slight decrease in their prices.
Shahrul Azlan also said the company does not see a meltdown in consumer
demand, just cautious spending due to various uncertainties.
On competition in the industry, he said the company did not compete with
local brands. "We always push ourselves against international brands like
L'Occitane and Crabtree & Evelynn as well as regional ones like Hahn & Thann
from Thailand.
"When we started, we benchmarked ourselves against Body Shop."
He said only within two years since it started, there were already many
suitors and parties interested in investing or acquiring equity in the company.
"Some funds from Dubai have expressed interest as they expand their
portfolio into retail brands like ours," he said.
Shahrul Azlan said the brand Malaysia has always been well perceived and
highly regarded in the Middle East market.
"Our government has done a lot to position Malaysia as a dynamic brand,
modern and of high quality, making it easier to break into the respective
markets.
"And Forest'Secret as a brand will not fail the government's effort and
will not fail the dreams of many small and medium enterprises (SMEs) in our
supply chain," he said.
He said the Forest'Secret brand could also grow to be worth more than RM50
million by the end of 2010 as the company expands the brand to other
business sectors such as hospitality and apparels.
Forest'Secret products are retailed via shops and herbalcarts at major
shopping malls around the country.
The company, which opened its first shop at the Curve shopping area in
Petaling Jaya near here in April 2007, presently has four shops and five
herbalcarts in major shopping complexes in the country including in Kuala
Lumpur, and southern cities of Johor Bahru and Melaka.
Its branch at Sunway Pyramid, which re-opened in December last year, has
been also enlarged to offer spa services.
Locally this year, the company also expects to open eight more outlets
namely in Kuala Lumpur, Kuala Terengganu and Kota Kinabalu.
"We will also launch our direct selling plan as a means of expanding the
products throughout the country, heighten awareness and create new market
opportunities ahead of opening our outlets there.
"Presently we are supplying to several hotels our toileterries set and
spa products. We expect to grow this commercial business to the airlines as
well," he added.
-- BERNAMA
