Oh!Some bets on experience-led retail to engage shoppers

Interactive store layouts, tie-ups, and live events seek to encourage repeat visits.

Southeast Asian lifestyle brand Oh!Some is banking on immersive, experience-led stores to capture the region’s young, middle-class consumers who value novelty and social sharing.

The brand’s retail strategy blends interactive store layouts, intellectual property (IP) tie-ups, and live events to deepen engagement and encourage repeat visits, Chief Marketing Officer Jonathan Qiao of parent firm Blue Origin Group told Retail Asia.

“The decision is a result of the evolution of market demand,” he said via Zoom. “Many other retail brands are also exploring similar paths.”

Oh!Some operates more than 150 stores across seven markets — Indonesia, Singapore, Malaysia, Hong Kong, Thailand, Vietnam, and Cambodia — with Indonesia accounting for more than 130. Growth is strongest in Vietnam and Malaysia, Qiao said.

Themed layouts are designed to influence customer behaviour and enhance dwell time. “Our impact on customer behaviors comes from the complete store layout and features.”

Oh!Some’s IP collaborations with Disney and various Japanese, Korean, and local franchises form another key pillar, integrating beloved characters and visuals into every touchpoint of the store.

Events such as DIY (do-it-yourself) workshops, product launches, and festival-themed activities complement the design, whilst local festivals guide in-store and online activations.

“Activities are tied to local holidays, and ongoing membership activities put a lot of the IP and goods online and offline,” Qiao said.
Oh!Some uses its membership system to collect feedback and adjust products and layouts. “It allows us to quickly gather feedback and insights from our customers. We can get what they want,” he added.

Whilst its focus remains on brick-and-mortar locations, e-commerce is expanding quickly. Oh!Some sells on Shopee, Lazada, and TikTok Live, where it hosts eight-hour livestream sessions by product category. Products launch simultaneously online and in-store.

The brand is also building its own e-commerce ecosystem, launching an independent website and mobile app, and partnering with local logistics and financial companies for secure transactions.

“Over the next 12 months, as our online system continues to improve, we expect more consumers to shop online,” Qiao said. “However, offline sales will remain the primary channel, as many consumers value the in-store experience beyond just purchasing products.”

He said Oh!Some continues to see strong growth in Singapore, Malaysia, and Thailand, driven by steady foot traffic and repeat customers.

To maintain momentum, the company plans to deepen collaborations with global and regional IPs, expand across Southeast Asia, and refine online-offline integration.

“Experience-led retail is not just about selling products,” Qiao said. “It’s about creating happiness and a shared social experience.”