Henkel Singapore has signed a memorandum of understanding (MOU) with end-to-end commerce enablement solutions provider Synagie to distribute and sell its products across South East Asia, according to a report by Straits Times.
Both parties will enter into a distribution agreement within 60 days from the MOU signing, with Synagie working on its ‘new retail’ distribution services instantly. According to the company, ‘new retail’ means the merging of online and offline commerce to create a smooth shopping experience.
Synagie will handle Henkel Singapore beauty brands such as Schwarzkopf, Dial and Theramed across Singapore, Malaysia, Vietnam, Philippines and Indonesia, and will work to promote the ranges both online and offline. This includes on e-commerce sites and bricks & mortar stores.
Olive Tai, Co-Founder and Executive Director of Synagie
said, “We are proud to be able to expand our services into the region for
Henkel, our valued brand partner whom we have started working with in Singapore
since 2018. We believe that ‘new retail’ is the future of retail in South-east
Asia, where brands will be able to provide a seamless experience regardless of
whether the consumer is shopping online or offline.
“When implemented, consumers will no longer need to think in terms of separate shopping channels and will be able to use both at the same time for product research, comparison and product purchase including home delivery for their orders.”