SHAH ALAM – Malaysian contemporary fashion label Bayu Somerset is expanding its retail presence with the opening of a 2,640-square-foot outlet at 118 Mall, located within the iconic Merdeka 118 development in Kuala Lumpur.
The new outlet marks a significant step in the brand’s growth strategy as it seeks to reach a wider customer base through a presence in one of the capital’s prominent commercial and tourism destinations.
Established five years ago, Bayu Somerset has built its identity around vibrant colours, distinctive printed motifs and ready-to-wear collections offered at accessible prices.
From a local fashion label with a growing community of loyal customers, the brand has expanded to 25 physical outlets nationwide and is targeting a total of 32 outlets by the end of the year.
Bayu Somerset marketing head Dania Kamalul Arifin said the latest opening was particularly meaningful as it coincided with the brand’s fifth anniversary.
“The opening of our new outlet at Merdeka 118 is a deeply meaningful commercial milestone, concurrently marking our fifth anniversary in the industry.
“This strategic investment in a 2,640-square-foot outlet at such an iconic location aims to solidify our physical presence.
“This step allows us to elevate the tangible shopping experience for our customers, capture new market segments more rapidly, and position our local brand right at the heart of Kuala Lumpur's newest lifestyle and shopping destination,” she said.
The expansion also reflects the brand’s ambition to strengthen its position in Malaysia’s fashion retail market while introducing its designs to a more diverse and potentially international audience.
With Southeast Asia identified as a potential destination for its next phase of expansion, the brand sees its presence at Merdeka 118 as an opportunity to build greater market visibility and support its longer-term business plans.
Despite its expansion, Bayu Somerset said it intended to maintain the qualities that have shaped its identity, including affordable pricing, expressive designs and its relationship with its customer community.
“At Bayu Somerset, we believe fashion is not just about the garments we put on our bodies, but how it empowers a woman to feel confident, comfortable, and free to express herself,” Dania added.
She said that the new outlet would provide an opportunity to showcase the Bayu Somerset brand more comprehensively, from its designs and colour combinations to the overall shopping experience.
Dania highlighted that the brand would remain committed to its original identity as it entered its next phase.
“We will continue to hold fast to the identity that shaped this brand, while deeply appreciating the customer community that has been part of our five-year journey,” she said.
The new outlet features a layout designed to showcase the brand’s latest collections and exclusive prints, allowing customers to explore its range in one location.
To mark the opening, Bayu Somerset will organise a launch event featuring a brand showcase, cultural dance performances by Akar Seni Malaysia and live musical entertainment by local singers Iman Troye and Aufahanie.
The opening signals the brand’s next stage of retail expansion as it seeks to build on its domestic presence and explore opportunities in the regional fashion market.