Misto Holdings is accelerating the expansion of its offline presence in Southeast Asia by consecutively opening new stores in major commercial districts in Malaysia.

Misto Holdings announced on the 6th that its Malaysian subsidiary sequentially opened four new stores in key commercial areas such as Kuala Lumpur and Penang in the first half of this year. As a result, the total number of FILA offline stores operating in Malaysia has increased to 14.

This new round of openings is part of a strategic retail expansion targeting the characteristics of Malaysia’s market, a hub country in Southeast Asia. Malaysia is regarded as an optimal market for enhancing offline customer experience and demonstrating brand competitiveness, as it has strong consumer purchasing power, a distribution infrastructure centered on large shopping malls, and a consumer base encompassing diverse cultural backgrounds.

In particular, the new store opened at Gurney Plaza, a leading shopping mall in Penang, is being operated as the first “FILA 1911 Store” in Southeast Asia. The store, with a floor area of more than 60 pyeong, is the third flagship location following Sunway Pyramid and Mid Valley Southkey. It includes a dedicated space introducing the brand’s history and heritage, enabling consumers to experience FILA’s brand identity in a multidimensional way.

Misto Holdings plans to sequentially expand the “FILA 1911 Store” concept to major Southeast Asian markets such as Thailand and Indonesia, leveraging the proven operational know-how gained through its Malaysian operations. Through this, the company aims to further solidify its growth base in the Southeast Asian market.

A Misto Holdings official stated, “Malaysia is a key strategic hub for expanding into the Southeast Asian market,” adding, “Beyond simply increasing the number of stores, we will build a differentiated retail environment where the brand’s history, values, and sports heritage are naturally conveyed to consumers.”

Meanwhile, Misto Holdings selected Malaysia as its first base in the Southeast Asian region and established a local subsidiary there in 2020.

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