odia.  The brand’s spokesperson told Inside Retail after seeing the positive performance in Indonesia, the company started expanding into Malaysia and Cambodia where it sees “strong consumption potential”.   Business model and strategy The company offers products across 15 categories, including trendy toys, beauty products, stationery and snacks, with exclusive regional distribution rights for some items. Collaborations, such as partnerships with Disney, have contributed to product diversification, with several limited-edition series launched annually. To enhance customer engagement, Oh!some has implemented a cross-border online and offline membership system, allowing consumers to earn and redeem points across different countries. The company also integrates customer purchasing data to refine its product selection and service offerings. On the operational side, Oh!some manages a supply chain spanning global sourcing, inventory management, and logistics. The company has established dedicated warehouses in multiple countries and maintains logistics partnerships to streamline distribution and maintain competitive pricing. Southeast Asia expansion  Beyond Indonesia, Oh!some identified Malaysia as its next key market, driven by the country’s young consumer base and thriving retail environment. In December, Oh!some opened a new store at Berjaya Times Square, Kuala Lumpur, its third store in Malaysia after Johor Bahru and Taiping.  “Johor Bahru is experiencing rapid economic development and is adjacent to Singapore, thus attracting a wide consumer base. Taiping, being a well-known tourist city, also attracts a significant number of tourists. For these reasons, we decided to use these two cities as pilot locations for the Malaysian market,” the person said.  “Subsequently, expanding into the capital city of Kuala Lumpur was a necessary step in our development strategy.”  The company has outlined plans to reach 100 stores globally by March and aims to enter additional Southeast Asian markets, including Vietnam, Thailand, the Philippines and Singapore, this year. Further global expansion remains under consideration. In addition to the current mainstream stores in core areas, Oh!some is also launching a sub-brand, Mini Oh!some, aimed at smaller, community-based stores. These stores will be designed and structured to better suit the characteristics of local community economies.  According to the company, an overall upgrade of the Oh!some brand is also in the works to meet the needs of a wider range of consumer groups. Challenges and market considerations As the brand continues expanding, it faces challenges common to multinational retailers, including supply chain complexities and adapting to local market preferences. “For example, our product launch cycle is very fast, with some fashion items being launched on a monthly basis, which places great demands on the entire supply chain. Additionally, how to synchronise the launch of limited-edition products globally and manage product inventory are also challenges,” the spokesperson said.  The company said it had established independent storage centres in multiple countries and planned to set up a distribution centre in the surroundings of Singapore to coordinate resources across all stages and build an efficient supply chain system to ensure store products are updated quickly. “The supply chain advantage is a key part of Oh!some’s strategy and one of the major reasons we are competitive in the retail market. Before the brand’s official launch, the brand had already accumulated several years of supply chain operation experience, forming a mature and efficient supply chain system,” the person said.  As Southeast Asian countries differ from other global markets in terms of economy, culture and consumer habits, the company is also paying extra attention to both the products we sell and the services.  The company has sought to address these through localised product selections, cultural sensitivity in product offerings, and strategic logistics infrastructure improvements. Efforts include obtaining halal certifications for select products and tailoring beauty product lines to regional consumer preferences. “In the context of the rapid development of the retail industry in Southeast Asia and the increasingly fierce competition, we are seeing more and more competitors entering the market,” the spokesperson said, adding the company will further expand into Southeast Asian markets, enter new countries, and open more stores in existing markets to broaden Oh!some’s market coverage and reach more consumer groups. In addition to its core retail business, Oh!some has incubated a family entertainment concept called FuniFun! in Indonesia, integrating entertainment experiences with retail. This initiative reflects broader trends in experiential retail, where shopping environments are designed to attract and retain consumer interest beyond traditional transactions.