F J Benjamin enters deal for Lazada to operate its LazMall stores

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F J Benjamin has entered a deal for Lazada Singapore to operate its LazMall stores and some of its online retail stores, as well as provide consultancy services, brand use and technical support for its brands, the storied luxury-brand distributor said in a filing to SGX Tuesday.

Alibaba-owned Lazada has been managing FJB brands’ LazMall stores — Pretty Ballerinas, La Senza and Superdry — since August, and will operate the online retail stores for Pretty Ballerinas and Superdry from October, with additional FJB brands to be added in 2022, the filing said.

Nash Benjamin, FJB’s group CEO, said his company has been accelerating its e-commerce business since the pandemic lockdown began last year, and the company plans to step up the momentum now that commercial terms have been finalized with Lazada.

In addition, F J Benjamin will invest in advertising to boost sales, with the ads to appear both within and outside the Lazada platform.

F J Benjamin will continue to control the product assortment, brand management, pricing, promotions and inventory and supply chain logistics, the filing said.

Brands F J Benjamin has online stores for include Superdry, Guess, La Senza, Casio, Lancel, Rebecca Minkoff, Pretty Ballerinas, Airfree, Petunia Pickle Bottom and Dr Barbara Sturm.