Malaysian entrepreneur Vivian Quah bets on experiential fashion retail

Quah loves founder-led businesses because there’s usually a great story behind them. Photo: Vivian Quah/Instagram

After nearly a decade of introducing Australian fashion labels to Malaysian consumers through August Store, entrepreneur Vivian Quah is embarking on a new chapter with Le Bon Aout.

Rather than operating as a conventional multi-brand retailer, the concept space is designed as a sensory and exploratory environment where fashion, beauty, wellness and food co-exist under one roof.

“The idea came from how people actually live,” says Quah. “Someone who appreciates fashion usually appreciates good food, beautiful objects, wellness and design as well.

“I felt there wasn’t really a space in Malaysia that brought all of these worlds together in a thoughtful way,” she says, adding that the idea was to create somewhere people could discover a designer, buy fresh produce, pick up a wellness product and enjoy a pastry all in the same visit.

Alongside the marche (market), which houses a curated mix of design-led brands that reflect the spirit of modern living through food, objects, creativity and ritual, the space houses a showroom space dedicated to contemporary fashion and regional designers.

Quah says she wanted to create a space where people could spend time, discover something unexpected, and feel inspired. Photo: Brian Ray Siew

The showroom will continue evolving through rotating trunkshows, seasonal edits and designer collaborations, with Quah drawing on years of industry relationships, travel and discovery to shape its evolving mix.

“Authenticity is very important to me,” says Quah, who has a six-year-old daughter. “I look for brands with a strong point of view and a clear identity. I love founder-led businesses because there’s usually a great story behind them.

“Quality and craftsmanship matter a lot. Many of the brands are discovered through travel, industry relationships, social media and recommendations from other founders.”

Products are curated not solely by category, but by the stories, emotions and experiences they evoke.

You’ve had an exciting entrepreneurial journey. Why does it feel like the right time to launch a new concept?

After almost 10 years in fashion retail, I realised consumers are looking for more than just products.

Physical retail needs to give people a reason to leave the house.

I’ve always loved fashion, food, homewares, beauty and discovering interesting brands, and this space allows me to bring all of those interests together.

I wanted to create a space where people could spend time, discover something unexpected and feel inspired.

The timing felt right because consumers are increasingly looking for experiences and community, not just shopping.

Vivian Quah still loves fashion after becoming a mother, but she is much more intentional about what she buys now. Photo: Brian Ray Siew

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What key lessons have you taken away from your earlier ventures?

Adaptability is probably the biggest lesson. Retail changes constantly and you have to evolve with your customers.

I’ve learned that people remember experiences as much as products.

Community is incredibly important when it comes to building a platform for brands, designers, entrepreneurs and creators to come together.

What were some of the biggest hurdles you faced while bringing this new venture to life, and how did you overcome them?

The biggest challenge was probably explaining the concept because it doesn’t fit neatly into one category.

People understand a fashion store or a cafe, but a fashion-meets-marche-meets-showroom concept takes a bit more explaining.

Bringing together partners from different industries was another challenge.

We have farmers, bakers, wellness brands, designers and lifestyle brands all under one roof.

We overcame it by staying focused on the customer experience and making sure everything felt cohesive.

How do you see consumer expectations changing when it comes to shopping and lifestyle experiences today?

Consumers can buy almost anything online today. Physical retail needs to offer something the internet can’t.

People want discovery, connection and experiences.

They want to meet founders, attend events and feel like being part of a community.

I believe the future of retail is about creating destinations rather than simply selling products.

On a personal level, has your style evolved much since embracing motherhood? Why or why not?

Definitely. I still love fashion, but I’m much more intentional about what I buy now.

Comfort and practicality have become more important, but I still want pieces that feel special.

My wardrobe is smaller, more considered and less trend-driven than before.

Motherhood actually helped me become clearer about my personal style rather than lose it.

Vivian Quah says she wanted to create a space where people could spend time, discover something unexpected, and feel inspired. Photo: Brian Ray Siew

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What do you think is still lacking in the Malaysian fashion scene and what do you think are a few things we do well?

I think Malaysia has a lot of creative talent, but I’d love to see more originality and risk-taking as sometimes we play it a little safe.

I would love to see designers push boundaries more and create things that feel truly distinctive.

There is also room for improvement when it comes to quality, finishing and craftsmanship, especially if we want to compete internationally.

What we do very well is entrepreneurship and Malaysian founders are incredibly resourceful and resilient.

Consumers are also becoming much more supportive of local brands, which is exciting to see.

I think the next generation of Malaysian fashion brands has huge potential if they’re willing to back their own creative vision and be brave enough to do something different.