Synagie lands deal to manage Chef Nic products’ distribution in Southeast Asia

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Synagie Corp. landed an exclusive deal with Hong Kong-based food company Chef Nic (Hong Kong) to manage the cross-border online and offline distribution and sales in Southeast Asia, the e-commerce services provider said Wednesday.

Chef Nic has a range of packaged food products, including cookies, confectionery and Chinese delicacies, Synagie said in a filing to SGX. The food maker was founded by celebrity Nicholas Tse, who is the host of the Chef Nic television series, the filing said.

The food maker has a flagship store in Hong Kong and it operates online stores on major China-based e-commerce platforms such as, Wechat and Alibaba’s Tmall, the filing said.

“More than just an artisanal food brand, we believe that Chef Nic has become a lifestyle concept that will be well-received in our regional markets where millennial consumers are constantly looking for innovative food products,” Olive Tai, co-founder and executive director of Synagie, said in the statement.

“We look forward to replicating the success that Chef Nic has in Greater China and will be working closely with them to develop new product ideas that will appeal to our local markets,” she added.

Under the deal, Synagie will provide cross-border services, including setting up online stores on Southeast Asia’s e-commerce marketplaces, managing online store operations, customer service and promotions as well as handling logistics from Hong Kong to Southeast Asia, the filing said.

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