Oxwhite in tie-up with Mamee, the Alley to raise market share

KUALA LUMPUR: Home-grown lifestyle e-commerce brand Oxwhite recently announced its collaboration with Mamee Double-Decker Sdn Bhd and the Alley in a bid to increase its market share.

It will involve co-branding initiatives that will give rise to new product i nnovations i n the apparel as well as food and beverage space.

Oxwhite founder C.K. Chang said the brand had seen a rapid growth in customer base since its inception in 2018.

“To date, we have a customer base of more than 155,000 with a high repeat purchase rate of more than 40 per cent. I am not sure if we have hit our peak as a startup but this is high for a new brand.

“As most startup owners know, most startups will reach a stagnation stage. Hence, we will innovate to capture new market share and we have found good synergy with Mamee and the Alley.”

Through its collaboration with the Alley, Chang said it would create a new beverage called Oxwhite Tea. The drink will be available at 59 Alley outlets starting Nov 25.

Oxwhite and Alley customers will get an Oxwhite mask and a RM10 Oxwhite voucher when they buy the drink, which retails at RM8.90.

Chang also said Oxwhite hoped to acquire new customers and expand its brand presence through co-branding a new line of designer tees with Mamee.

Mamee group executive director Pierre Pang said it hoped to further strengthen its presence among Malaysians.

Alley chief executive officer Ng Zhen Wei said it would help the brand move beyond food and beverage and evolve into a lifestyle brand.