The Exchange TRX store will serve ‘as a launchpad’ for expansion into Singapore and Indonesia, according to Barrie Nasim, the Director of the newly formed subsidiary Reborn Coffee Malaysia
Customers outside Reborn Coffee’s Exchange TRX outlets on opening day | Photo credit: Reborn Coffee
California-based Reborn Coffee has opened its first international outlet in Kuala Lumpur, Malaysia.
The specialty coffee roaster and café chain has incorporated a new business, Reborn Coffee Malaysia, to grow the business in the southeast Asian country. Reborn Coffee Malaysia will be led by Barrie Nasim, who launched Collective Coffee Roasters in Malaysia in 2016.
The store has opened at the 350-unit Exchange TRX shopping centre in Malaysia’s capital city, which counts % Arabica, Starbucks, ChaTraMue, Bacha Coffee, Tealive, Paris Baguette and ZUS Coffee among its strong café footprint.
“The Exchange TRX is a prime location for establishing the first Reborn-branded outlet in the rapidly growing Kuala Lumpur region. This prestigious mall has a variety of international bands from shopping and dining to entertainment and will serve as a launchpad for strategic licensing deals across various regions in Malaysia, Singapore and Indonesia,” said Barrie Nasim, Director, Reborn Coffee Malaysia.
Reborn Coffee CEO Jay Kim said its Malaysia debut and wider global expansion plans will ‘significantly augment revenue streams’.
“Taken together with new locations in California, expansion into South Korea and the UAE, and our partnership with Hour Loop on Amazon, we are well-positioned to reach our expansion goals across a variety of channels that will enable sustained operational execution and year-over-year revenue growth,” he said.
Reborn Coffee currently operates 14 stores across California. The business is planning to open two flagship stores in the Californian cities of San Francisco and San Diego next year, alongside its first sites outside the state in Texas and Missouri.
The specialty coffee roaster and café chain’s revenues for the first nine months of 2023 stand at $4.2m – 31% higher than its total 2022 sales.