Beryl’s, one of Malaysia’s leading chocolate brands, has officially opened its first store in East Malaysia, bringing its signature range of chocolates and cookies to Sabah. Located at IMAGO Shopping Mall, the new outlet marks the brand’s continued expansion beyond its established presence on the west coast of the country.
To celebrate the opening, Beryl’s is offering an inaugural promotion, with discounts of up to 15% on selected chocolates and cookies. The move is part of the company’s broader strategy to strengthen its direct-to-consumer (DTC) engagement, allowing shoppers to experience the brand in a dedicated retail environment. Social media activity around the opening emphasizes both the local and national excitement, inviting chocolate lovers to visit and sample the brand’s offerings.
The new Sabah store complements Beryl’s existing network of retail outlets and its robust online presence. In recent years, the brand has consistently maintained a strong position in Malaysia’s DTC chocolate market, competing alongside global players such as Royce’, Godiva, and smaller artisanal brands.
Market And Industry Analysis
Brand And Rival Positioning:
Beryl’s maintains a leading presence in the direct-to-consumer chocolate space in Malaysia, supported by both retail stores and online channels.
Competing brands include Royce’, which has a more niche premium positioning, and Godiva, recognized for its global luxury chocolate profile. Smaller brands such as Chocolate Concierge and Leonidas hold more limited market visibility.
The recent store openings by international brands such as Lindt, Hotel Chocolat, and Läderach illustrate a competitive landscape in which both domestic and foreign chocolatiers are expanding their retail footprint.
Industry Trends And Themes:
Premium DTC Brand Expansion: Many chocolate brands are expanding into new cities, regions, and international markets. Examples include Beryl’s opening its first store in East Malaysia, Venchi entering Kuwait, and Läderach launching in several African countries.
Flagship And Experiential Stores: Premium brands increasingly launch flagship stores to create immersive brand experiences, exemplified by Lindt in London and Bissinger’s Handcrafted Chocolatier in Palm Beach, Florida.
Airport And Transport Hub Presence: Travel retail is a growing channel, with brands like Mr. Bucket in Singapore Changi Airport and Läderach at St. Pancras International leveraging high foot traffic locations.
Direct-to-Consumer Strategy: DTC remains a core channel for brand growth, allowing control over customer experience and brand storytelling, exemplified by Beryl’s continued market focus.