Space fashioned for home-grown brands

(From left) Eirwan, Diana, Lendlease leasing director Zairin Azman, Tan, Locka project manager Ee Qa Mazlan and Ravin at the launch of The Fashion Journal in Setia City Mall, Shah Alam.

THERE’S a new place where shoppers can find pastel-hued cotton kebayas, sea salt brownies and matte lip lacquers all under one roof.

The Fashion Journal is a new lifestyle concept store set up in Setia City Mall, Shah Alam.

Barely a month old, the store has seven brands, each occupying about 300sq ft to 500sq ft.

They are Binwani’s, Bayu Somerset, Locka, Nita, Syedewa, Umma and Oh Apong.

Binwani’s co- director Ravin Binwani said his company decided to be part of the project as it would help attract younger shoppers.

“Though our brand is nearly 100 years old, we cannot assume that younger customers will automatically know about us.

Bayu Somerset is among the seven local brands featured at the new lifestyle concept store.Bayu Somerset is among the seven local brands featured at the new lifestyle concept store.

“By placing ourselves here with new brands, we are able to attract the attention of the younger generation,” he said.

Bayu Somerset founder and managing director Diana Kamalul said her brand’s presence at The Fashion Journal was an expansion from her online and pop-up stores.

“We have set a daily sales target of RM20,000 for the brand’s online and physical stores.

“By the end of Ramadan, we hope to achieve RM500,000 in total sales,” she added.

Meanwhile, Nita illustrator and graphic designer Fitri Roslan said the five-year-old home-grown cosmetics brand would be holding live demonstrations for shoppers.

“The demonstrations will be done by trained make-up artists.

A Binwani’s sales assistant displaying a headscarf made from imported Italian fabric.A Binwani’s sales assistant displaying a headscarf made from imported Italian fabric.

“We hope this will give shoppers’ ideas on how to achieve their desired look,” Fitri added.

A cafe offering light bites such as mini chicken pot pies and palm sugar-flavoured coffee also allows for social gatherings.

Oh Apong chief operation officer Eirwan Merican said the idea was to give shoppers a spot to relax.

Tan Dee Wah, who is leasing director of Lendlease, which manages Setia City Mall, said the new store would be a platform for local brands to make their presence felt.

“By providing space for local brands, we are also empowering their businesses,” she said, adding that she also believed the outlet would create a different experience for shoppers.

“As Shah Alam’s largest urban lifestyle mall, Setia City Mall constantly seeks to deliver fresh concepts to elevate the shopping experience,” said mall general manager Vivien Phuah.

“What inspired the birth of The Fashion Journal was the desire to support local brands.”

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