Kao drives global growth strategy by expanding presence of British luxury brand Molton Brown in Asia

Kao is accelerating its global growth strategy with the expansion of its British luxury fragrance brand Molton Brown in Asia. In partnership with Southeast Asia’s leading luxury and lifestyle group Valiram, Kao recently opened its first Molton Brown flagship store in the renowned luxury shopping destination The Exchange TRX, Kuala Lumpur. Following the opening, Molton Brown plans to further expand its omni-channel presence in Malaysia as well as other Asian markets, including Singapore, Thailand, and Hong Kong later his year. Molton
Brown’s increasing footprint in Asia further supports Kao’s “Global Sharp Top” business strategy, which aims to grow all businesses that have the potential to become market leader or create incremental value for consumers.
 
“We are excited to see Molton Brown grow outside of our primary markets and become a go-to destination for luxury fragrance in key Asian countries”, says Mark Johnson, President Cosmetics Business AEMEA, Kao and Global President Molton Brown. “We are seeing a lot of growth potential in this region as the brand
resonates extremely well with consumers, matching their values and priorities of high quality, exceptional customer experience and an innovative, sustainable product offering. Increasing our footprint in Asia will greatly contribute to our Molton Brown growth strategy and strong focus on fragrance, but also drive
Kao’s global growth plans.”
 
Further plans in Malaysia and other Asian markets
 
Molton Brown is driving a clear omni-channel approach, focused on creating a premium customer journey across all touchpoints, including e-commerce, wholesale, travel retail and its standalone stores. As part of this strategy, the brand plans to further expand its business in Malaysia with an e-commerce platform and an extension of its luxury hotel amenities offering. While Molton Brown is set to further grow in its home market UK where it holds a strong presence, as well as across Europe and the US, Asia is identified as one of the key growth areas of the brand. In this region, Molton Brown plans to move into B2C businesses in Singapore, Thailand, and Hong Kong this year, and then to debut in Indonesia and Macau.
 
Kao to drive “Global Sharp Top” strategy with focus beauty brands
 
Molton Brown’s growth plans in Asia are part of Kao’s “Global Sharp Top” strategy, focused on business areas where Kao can establish a leading market position through high-value offerings and unique market propositions. Kao’s Cosmetics Business was identified as one of the key growth drivers, given its strong portfolio of beauty brands in growing sectors such as premium skin care and fragrance. Together with iconic brands such as Sensai and Curél, Molton Brown has been defined as one of Kao’s G11 global strategy brands. With its unique British heritage, strong focus on high quality products and commitment to
sustainability, Molton Brown has established a strong market position with their Bath, Body, Hair and Home collections and is best placed to further grow its business beyond these categories. Building on its longstanding expertise with quality ingredients and unique way of working with renowned perfumers, the
brand aims to substantially grow in the premium fragrance category – a major growth category of the luxury cosmetics sector - and secure a global sharp top by engaging new customers via strengthened channels and new markets.