Bayu Somerset expands into East Malaysia with first Borneo boutique in Kuching
PETALING JAYA: Malaysian fashion label Bayu Somerset has strengthened its nationwide retail presence by opening its first boutique in Borneo, marking a significant milestone in the company’s expansion strategy as it continues to grow from a digital-born brand into one of the country’s emerging lifestyle fashion retailers.
The new outlet, located at Vivacity Megamall in Kuching, Sarawak, represents the brand’s first physical presence in East Malaysia and coincides with the company’s fifth anniversary since its establishment.
Spanning approximately 1,474 square feet, the boutique is part of Bayu Somerset’s broader plan to extend its retail footprint across Malaysia while responding to increasing customer demand from East Malaysian shoppers.
Chief Marketing Officer Dania Kamalul Arifin described the opening as an important chapter in the company’s growth journey, noting that the expansion reflects years of building a fashion brand rooted in Malaysian identity while embracing contemporary design trends.
She said Bayu Somerset was founded with the ambition of celebrating the country’s cultural heritage through modern fashion collections that appeal to today’s consumers without losing their traditional influences.
According to Dania, the company has evolved considerably since its early days as an online retailer, with its products now reaching hundreds of thousands of customers nationwide through an expanding network of physical stores.
She added that requests from customers in Sarawak for a local boutique had been growing steadily over the years, making Kuching a natural choice for the company’s first East Malaysian outlet.
Established in 2021 during the Covid-19 pandemic, Bayu Somerset initially operated exclusively online before steadily expanding into brick-and-mortar retail.
Today, the brand operates 18 boutiques across Malaysia and has built a customer base of more than 500,000 shoppers.
The company is targeting further growth by increasing its retail network to 30 outlets by the end of 2026, including the launch of its first boutique in Sabah.
Bayu Somerset has differentiated itself through its “Past-Forward Fashion” philosophy, blending traditional Malaysian attire with modern styling to create collections that preserve cultural heritage while meeting contemporary fashion preferences.
Its collections reinterpret iconic garments such as the Baju Kurung Kedah, Baju Kebaya and Baju Kurung Kebarung, incorporating updated cuts, vibrant colour palettes and exclusive textile patterns suited to modern lifestyles.
The brand also places strong emphasis on inclusivity by offering sizes ranging from XXS to 5XL, allowing customers of different body types and age groups to access a wider variety of fashionable clothing.
Visitors to the new Kuching boutique can choose from more than 190 designs spanning over 10 product categories, including apparel for women, men and children, as well as scarves, accessories and exclusive merchandise featuring the brand’s mascot, Molly.
To celebrate the official opening on July 11, Bayu Somerset introduced several promotional offers, including buy-one-free-one deals, five per cent cashback for members, nationwide exchange and return services, as well as home delivery options for items or sizes unavailable in-store.
In a separate development, the company also recently received the PUNB Aspirasi Award, presented by Prime Minister Datuk Seri Anwar Ibrahim, in recognition of its achievements in developing a competitive homegrown fashion brand.
Bayu Somerset said the award serves as further encouragement to continue investing in product innovation, strengthening its retail presence and expanding its reach to more consumers as it pursues its long-term ambition of becoming one of Malaysia’s leading lifestyle fashion brands.
