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Why Pomelo is betting big on stores in Southeast Asia

With 20 locations already, Pomelo aims to double its store count this year. Image: Supplied
Over the past two years, online women’s fashion business Pomelo has expanded rapidly offline, building up a network of 20 stores across Southeast Asia. Most are in its home market of Thailand, but the retailer recently opened its first store in Indonesia and its second store in Singapore. And this year, it will enter a new market – Malaysia – and double its overall store count in the region.  “The beauty of our business is we can really utilise online data to see where [the business