F J Benjamin Secures Exclusive Distribution Rights for Pomelo Brand in Malaysia: A Major Step in Regional Expansion

Key Highlights

• Exclusive Agreement Signed: F J Benjamin Holdings Ltd’s wholly-owned subsidiary, F J Benjamin (M) Sdn. Bhd., has entered into a distribution agreement with Pomelo Fashion Co., Ltd., securing exclusive rights to operate the Pomelo brand in Malaysia.
• Five-Year Initial Term: The agreement is effective from 7 November 2025, with an initial tenure of five years and options for renewal for an additional five years, subject to mutual agreement.
• Strategic Partnership: The collaboration combines Pomelo’s digital-first, technology-driven fashion retail model with F J Benjamin’s established expertise in brand building and retail operations.
• Potential Impact on Shareholders: This exclusive deal positions F J Benjamin to tap into the fast-growing Malaysian fashion market with a proven and rapidly expanding brand, potentially driving revenue growth and enhancing shareholder value.

In-Depth Analysis

F J Benjamin Holdings Ltd (“FJ Benjamin”), a leading consumer-driven brand builder and manager listed on the Singapore Exchange (Ticker: F10), has made a bold move to strengthen its presence in the Southeast Asian retail landscape. Through its wholly-owned Malaysian subsidiary, the company has secured the exclusive rights to operate the Pomelo brand, one of Southeast Asia’s most recognized omnichannel fashion brands, in Malaysia.

The agreement, effective from 7 November 2025, covers a minimum period of five years, after which both parties have the option to mutually renew for another five years. This long-term partnership provides F J Benjamin with a stable and potentially lucrative platform to expand its portfolio and deliver sustained growth in the Malaysian market.

Strategic Rationale and Potential Share Price Impact

The deal is significant for several reasons:

• Exclusive Market Entry: F J Benjamin will be the sole operator of the Pomelo brand in Malaysia, giving it first-mover advantage and control over brand development in the region.
• Growth Potential: Pomelo’s reputation as a go-to destination for affordable, trendy, and sustainable fashion aligns well with the rising consumer demand in Malaysia for such offerings. The brand’s innovative Tap.Try.Buy. model, which merges online and offline retail, is expected to attract digitally-savvy consumers and differentiate it from traditional retailers.
• Operational Synergy: By leveraging F J Benjamin’s established retail infrastructure and expertise, Pomelo can accelerate its regional expansion while minimizing operational risks typically associated with market entry.
• Portfolio Diversification: The addition of Pomelo to F J Benjamin’s portfolio, which already spans fashion, lifestyle, and timepiece brands across 159 stores in Southeast Asia, is likely to enhance the Group’s revenue mix and reduce reliance on existing brands.

According to Douglas Benjamin, Group CEO of F J Benjamin, the partnership with Pomelo represents an opportunity to work with a vibrant and fast-growing brand, while Pomelo’s CEO David Jou emphasized the collaboration’s potential to redefine the fashion retail experience in Malaysia and beyond.

About the Partners

• F J Benjamin Holdings Ltd: Established in 1959, the Group manages over 20 international brands across Singapore, Indonesia, and Malaysia, and is recognized for its strong retail network and brand-building capabilities.
• Pomelo Fashion Co., Ltd.: Founded in 2013, Pomelo is an omnichannel fashion leader in Southeast Asia, known for its technology-driven retail approach, commitment to sustainability, and customer-centric models such as Tap.Try.Buy. The brand is available online, via app, and on select marketplaces.

Investor Takeaways

• This exclusive distribution agreement is a potentially price-sensitive development that could materially impact F J Benjamin’s future earnings and market presence in Malaysia.
• The partnership leverages the strengths of both companies, positioning F J Benjamin to benefit from Pomelo’s growth trajectory and innovative retail strategies.
• Shareholders should monitor subsequent developments, including expansion plans, store openings, and financial performance updates, as these could further influence the Group’s share price and long-term outlook.

Contact and Additional Information

For further details, investors and analysts may contact Fadzleen Fathy, Regional Head – Marketing Communication at F J Benjamin (M) Sdn. Bhd., at (603) 2056 6931 or via email at [email protected].

Disclaimer: This article is for informational purposes only and does not constitute investment advice. Investors are advised to conduct their own due diligence and consult with professional advisors before making investment decisions. The Singapore Exchange Securities Trading Limited (SGX-ST) assumes no responsibility for the content of this article.

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