Parkson is bringing SPAO, MIXXO and WHO.A.U to Pavilion, KL

Parkson Group (“Parkson” or the “Group”) unveils its long term plan to improve its value proposition based on lifestyle elements, which consists of fashion, beauty, gifts, food and beverage, gourmet supermarket, edutainment and many more.
Datuk Magic Lee, Vivien Cheng, Chelsia Cheng
Datuk Magic Lee, Vivien Cheng, Chelsia Cheng

 “Aligned with our vision and mission, we continuously look for ways to delight our customers. We wish to bring an integrated, unified and ultimate shopping experience to our customers and we are committed to deliver service excellence. In order to stay ahead of the current competitive market in the retail industry, we believe it is necessary to innovate the business,” said Vivien Cheng Hui Yuen, Executive Director of Parkson Retail Asia.

In its long-term plan, Parkson Group aims to expand its brand management to more than just a departmental store. Together with its business partners, Parkson plans to bring lifestyle brands closer to its customers. As part of the re-branding initiative, Parkson launched an exclusive and Korea’s leading fast fashion brands in its outlet in Parkson Pavilion. Moving forward the Group plans to manage its own distribution channel to ensure consistent customer experience delivery in all of Parkson brands operated in shopping malls and stand-alone stores.

Chelsia Cheng, Vivien Cheng, Datuk Magic Lee with models after brand presentation
Chelsia Cheng, Vivien Cheng, Datuk Magic Lee with models after brand presentation

“Riding on the Korean wave, we are proud to introduce three of Korea’s leading high street brands – SPAO, MIXXO and WHO.A.U, as part of our continuous initiative to bring the latest trend in fashion to our shoppers and be Asia’s leading retail group,” she added.

To date, the new Branding division has several lifestyle brand names namely Trucco from Spain, Pepe Jeans and French Connection from UK, The Class from Korea, Valino from Indonesia, Daphne footwear and handbag and Private labels such as MARQ, MAVE, ESTELA are available in selected Parkson stores nationwide; Franco, Johnny Rockets, The Library Café Bar.


Super Junior SPAO

SPAO is the first original S.P.A (specialty store retailers of private label apparel) label launched by one of the biggest fashion retailer in Korea, E-Land Group.

The global clothing brand shop bears a striking resemblance to Japan’s largest apparel retail chain. It is Korea’s leading brand shop that offers a large variety of items including casual wear to men’s suits, women’s suits, children’s clothing, underwear, sportswear, and accessories. It also offers product lines co-produced with top-notch designers.

The brand collaborates with Korean entertainment powerhouse SM Entertainment on its marketing. Besides AOA from FNC Entertainment, the brand is currently endorsed by EXO and Super Junior‘s Eunhyuk, Leeteuk, and Donghae.

SPAO is made with the vision of a simple yet personalised style. They are of high quality materials marked at very affordable prices for the mass market. After the success of their stores in Korea and Japan, SPAO is opening exclusively at Parkson Department Store in Pavilion Kuala Lumpur (Level 3) in November 2015.



Mixxo is a top name in women’s apparel and is derived from the word ‘Mixology’, which is the skill of preparing mixed drinks. This translates perfectly in the freedom shoppers have to mix and match from the variety of basics and collections from Mixxo.

Mixxo is set to debut in Malaysia this November 2015 exclusively at Parkson Pavilion. The brand mainly targets women in their 20s to 40s and will be suitable for all occasions – work, leisure and parties. Mixxo outfits are designed exclusively to fit the Asian women’s physique.

Mixxo unveils exclusively at Parkson, Pavilion (Level 4) in November 2015.



WHO.A.U represents the Californian culture, free- spirited and active lifestyle of this laid back destination.

WHO.A.U brand was created based on six different concepts of the Californian culture: Outdoor, Campus, Street, Sports, Farm and not forgetting, the Beach. The foundation of product and marketing for the brand is very much represented through these themes.

WHO.A.U also incorporated the 50-60’s in California, which was an abundant time for the Western Pioneer. This era reflects the challenger’s spirit and personifies contemporary, casual style that symbolizes the signature look of WHO.A.U Ideal for the sporty, active and fun-loving young man.

WHO.A.U will be available exclusively at Parkson Department Store in Pavilion Kuala Lumpur (Level 5) in November 2015.


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