Kao Corporation is expanding its presence in the Asian luxury fragrance market with the debut of Molton Brown in Indonesia. The brand’s first flagship store opened its doors on December 22 at Ciputra World Surabaya [1], a premier shopping destination in the country’s second-largest city.
The launch is part of Kao’s Global Sharp Top Strategy, which focuses on establishing leadership in premium market segments through high-value offerings. The flagship opening also supports Kao’s strategic focus on the growth categories of premium and luxury beauty and personal care products.
Founded in 1971 in London, Molton Brown is a luxury brand renowned for its fragrances, bath, body, and home products. Since its foundation, the brand’s products are being Made in England in a dedicated factory on London’s outskirts.
A multi-sensory experience
Located in the Ciputra World Surabaya Mall, a premium shopping destination in West Surabaya, the 70 sqm store was designed with the aim to offer customers a distinctive journey into the world of Molton Brown.
A hallmark of the shop is The Fragrance Playground, a dedicated area featuring augmented reality (AR) technology that animates fragrance ingredients and provides interactive learning experiences. The store also features Molton Brown’s new “Artists of Note” campaign, an artistic collaboration that highlights Molton Brown’s identity as a “fragrance-first” brand, showcasing iconic scents interpreted through the lens of British creators.
Expanding in Indonesia and beyond
Molton Brown’s expansion into Indonesia includes plans to develop its amenity offerings with luxury hotels in Bali, aligning with an omnichannel strategy that integrates retail, e-commerce, and travel retail. This initiative is a part of Molton Brown’s broader Asia-Pacific growth, with recent launches in Malaysia, Hong Kong, and Macao, and upcoming entries into Singapore and Thailand.
Kao’s prestige and premium portfolio, which also includes Sensai, Kanebo, Suqqu and Curél, among others.
