From clicks to bricks: Mudaser reinforces brand with physical store

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Azrina Zin

Mudaser is just one of the few online fashion retailers in Brunei that has expanded into a physical store with the goal of building brand awareness.

The outfit, which specialises in Muslim men apparel, hopes to gain more exposure with the opening of its first brick-and-mortar store at the Yayasan Sultan Haji Hassanal Bolkiah shopping complex in the capital last week.

“Opening our first store in Yayasan is a big move for our brand,” said Ridhwan Muizzuddin Irwan, the store’s marketing executive.

“Strong brand positioning is key to our growth strategy,” he added.

A view of the Mudaser physical shop. Image: Ridhwan Kamarulzaman

Established in 2017, Mudaser started out as an online-only store selling an exclusive line of classy and modest collection under its label geared for men.

The store capitalises on the growing interest among fashion-conscious Muslim males at the height of Muslimah (female muslims) fashion’s popularity in the sultanate.

“More men are buying clothes and want to get into the Muslim fashion trend but in Brunei there are limited options for them,” said Ridhwan.

“Our designs reflect the growing interest in looking dapper and stylish while still maintaining modesty,” he added.

Some of the clothing line available at the Mudaser shop in Yayasan Sultan Haji Hassanal Bolkiah complex on 04/09/18. Image: Ridhwan Kamarulzaman

The store held a soft launch last Friday, during which it sold more than 100 pieces of tops in just 4 hours after opening its doors.

Ridhwan said that the company also plans to carry the brand into international markets, as well as setting up an e-commerce platform for its products in the future.

When asked why the company chose to open at Yayasan, Ridhwan said Bandar Seri Begawan’s commercial area is ripe for resurgence following the opening of the Taman Mahkota Jubilee Emas park and opening of new shops in the capital, which “will help bring in more traffic.”

“Yayasan is full of restaurants and fashion retailers and we feel that Mudaser will fit right in,” the marketing executive added.

Marketing Executive Mohammad Ridhwan Muizzuddin Irwan at the Mudaser shop. Image: Ridhwan Kamarulzaman

The Bruneian