Image: Fazizul Haqimie

Korean based fashion retail store, XIMIVOGUE marked an important milestone in their journey, celebrating its one-year anniversary and expressing commitment towards the franchise’s growth, setting up a target of opening 10 stores within a year of its launch.

XIMIVOGUE officially entered the sultanate’s shores in 2019, with its first branch opening at Rimba Point Mall. However, the fast-fashion brand grew quickly with four more store openings following after, as the sultanate – like the whole world – gets swept away by the Korean Wave.

 Image: Fazizul Haqimie

“Brunei Darussalam is no exception to the global popularity of Korean Pop Culture – Hallyu or Korean Wave and as a Korean based brand, XIMIVOGUE’s presence is very well received,” the company said in a statement.

“The positive response from the public is the main contributing factor to XIMIVOGUE’s rapid growth in the country as Bruneians grew to love the brand and its many product offerings”.

The strength and demand of the fast-fashion brand are pronounced, especially from the variety of products that are available for consumers.

 Image: Fazizul Haqimie

With the brand’s constant flow of ‘fresh’ products, consumers of the brand are often spoiled with a diverse range of items that are based on new designs, concepts and tastes.

In addition to the affordable prices, which range from as low as $1.09 to about $50, it is no surprise that XIMIVOGUE products are extremely appealing to the public.

“Household, fashion and accessories items are among the top-selling items, indicating the rise of people’s interests in this new variety, all of which are assured to be of good quality and affordable”.

Image: Fazizul Haqimie

In light of the ever-growing demand, the opening of the franchise’s upcoming 10th store represents an important milestone for the franchise, especially due to the short period of time since the first store was launched.

“It is both truly an honour and a privilege in reaching this achievement in time for the first-year anniversary,” the company continued, adding that to further keep up with consumer demands, each branch is unique in the type of products they offer.

“This distinction allows (us) to keep up with consumers’ demand and renew their interests along with the arrival of new items every month”.

Even amidst COVID, customers come first

The idea of focusing on customer service is a core part of XIMIVOGUE’s initiative to build trust with customers, starting with the launch of an online application called XimiLover, which allows customers to join the franchise’s membership programme.

Available on Android and IOS, the app and membership provide a number of benefits for users including the ability to collect points, earn discount coupons and reward items which in the long run would help build long-lasting trust and loyalty between XIMIVOGUE and its customers.

 Image: Fazizul Haqimie

Furthermore, in response to COVID-19, XIMIVOGUE also developed an online store in March, to bring convenience to its customers amidst the restricted movements caused by the coronavirus outbreak.

“The online store saw a surge of visitors to the website, who took advantage of the ease and convenience for browsing the items available online, which has also led to a rise in online sales”.

That is not to say that the fast-fashion brand was unaffected during the pandemic, as it struggled to run smoothly under the difficult circumstances.

Yet, in spite of it, XIMIVOGUE managed to pull through and adjust throughout the COVID-19 situation, still being able to expand its physical stores.

What is next?

The team at XIMIVOGUE is optimistic that as the COVID-19 situation continues to remain under control in the sultanate, they will continue to build more stores in the future, hoping to become one of the country’s top fast-fashion brand.

 Image: Fazizul Haqimie

“With more local talents being recruited under the franchise store, means more job opportunities for the locals, giving them a valuable experience to gain skills and learn about businesses”.

“The first anniversary marks another beginning for XIMIVOGUE to continue thriving in success and making pathways for entrepreneurship in Brunei”.

Image: Fazizul Haqimie

For more information, please visit the official XIMIVOGUE website ( and follow and like them on their social media platforms (FB: & (IG:@ximivoguebrunei).

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This article was first published on September 12, 2020 in our Weekly E-Paper issue 106



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