OCE Debuts at Pavilion Bukit Jalil, What Sets It Apart? | ENGLISH

Malaysia's variety store scene just got hotter. Following the arrival of OH!SOME and KKV, OCE (Original, Colorful, and Essentials) also made its debut in Malaysia. Its first store is located on Level 3 (Orange Zone) of Pavilion Bukit Jalil.

OCE store exterior with green color
O.C.E. store in Pavilion Bukit Jalil - Source: OCE/小紅書

Since its inception in 2014, the brand has cultivated a marketing identity centered around minimal, calm, and Nordic-inspired aesthetic. These principles are evident in its store design, which features teal green, orange-brown, and white colors. The same principles also applied to its products.

While brands like KKV and Miniso also feature a broad selection of FMCG and IP-related products, OCE differentiate its positioning by focusing on everyday items, ranging from living essentials, travel gear, accessories, and fragrances.

Interior of OCE store in Pavilion BJ
Interior of the store - Source: OCE/小紅書
A row of fragrances and diffuser display in OCE store
Fragrance and diffuser section - Source: OCE/小紅書
Kitchenware wall in OCE store
Kitchenware section in OCE China - Source: OCE/小紅書

As for living essentials, customers can find kitchenware, bedding, and bath equipment, as well as diffusers. The travel product line is pretty extensive, including umbrellas, portable fans, USB cables, luggage, masks, travel pillows, bags, sunglasses, sleeping masks, socks, and hats.

Hats and other travel accessories inside OCE store Pavilion Bukit Jalil
Travel and accessories in OCE Pavilion Bukit Jalil - Source: OCE/小紅書

The store also offers plushies, art supplies, and some beauty products. While the toy options here are limited, you can still find blind boxes and unique toys associated with certain IPs.

OCE stores in China usually have self-checkout stations. However, it seems that the payment process in Malaysian OCE stores is still assisted by staff.

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