LANGKAWI, Sept 24 — The inaugural InStyle Langkawi (ISL) trade show last week recorded sales of more than RM300,000 with several local deals signed, apart from achieving its objective of introducing little-known local labels to the lifestyle industry.

The ISL also resulted in the setting up of a trust or foundation by its “Trusted Circle”, a panel of experts in launching local brands in the international arena, to assist all homegrown brands to turn their small enterprises into international-standard brands.

Organised by Alfa Baru Sdn Bhd, the ISL was considered a huge success due to the increased visibility of local brands, some of which were fairly new and unknown, in the lifestyle industry.

This was particularly the case when several supermarket retail chain representatives turned up to check out the products on display.

“Many buyers who turned up, especially the international trade representatives, wanted to look at the brands and products first so we don’t expect them to strike deals immediately,” said Alaf Baru managing director Faisol Abdullah.

About 40 Malaysian lifestyle product brands such as clothes, accessories, home décor and skincare products were showcased to trade representatives from Russia, Hong Kong, local major department stores and the general public during the two-day event.

Faisol said some deals were made between the participants and buyers but are still pending final price discussions and conditions.

He said he was happy that the event recorded confirmed sales of about RM300,000 with many still pending while discussions are underway even though the initial target was RM1 million.

“We can't really expect much sales too since it’s the first event and most buyers were there to check out the products, the quality and the pricing before making any decisions but I am sure many connections were made through this event and many wonderful local brands gets the chance to showcase their products to potential buyers,” he said.

Russia’s trade representative, Slizkov Alexey, was impressed with the range of products showcased in the event.

“Some of the products have the potential to be sold in Russia but some, especially items that are handmade with very limited production, may not be so practical,” he said.

Particularly impressed with the creativity and quality of the fashion products on show, Alexey believed that if the Malaysian companies were to participate in trade shows in Russia, they would surely strike deals with local companies.

“The quality of these products are very good and they are different from what we have so I am sure Russians will appreciate these,” he said.

He will be persuading some Russian companies to make the trip to the next ISL and vice versa, to invite Malaysian brands to participate in Russian trade shows.

Creator of Gadis Manis brand of products Florence Lambert Lee with her products at InStyle Langkawi. — Picture by K.E. Ooi

One of the participants, Gadis Manis’s owner Florence Lambert Lee, was happy to have met with potential hotel partners during the trade show.

“They were interested to sell the Gadis Manis brand in the hotels and also to explore a line of Gadis Manis brand of corporate gifts so we will see how it evolves,” she said.

Her Gadis Manis brand is a representation of the three main ethnic groups of Malaysia through the icons of three girls — Yati, Gowry and Ah Chik — which Lee believes stands for multicultural Malaysia.

“The tradeshow is a good idea and aims to help us small businesses but it should be on a bigger scale next time with more potential buyers,” she said.

The tradeshow will become an annual event to further promote Malaysian brands and an agency will be sponsoring the marketing of the ISL to a larger group of buyers next year.

“The agency from a northern state wanted to sponsor the marketing of ISL 2014 so that next year, it will be an even bigger event with more potential buyers being invited to attend,” said Faisol.

As for the foundation to be set up by the “Trusted Circle” to assist local brands, Faisol said the “Trusted Circle” will meet once again to determine the details of the foundation.

“Its main objective will be to serve as a catalyst for local labels to develop their products and their enterprises so it is open to all Malaysian companies, not only in Langkawi or Kedah,” he said.

Kedah’s Religion, Indian and Siamese Community Affairs, Human Resources and Tourism Committee chairman Mohd Rawi Abd Hamid has been appointed to chair the yet-to-be-named foundation.

Alfa Baru will also be embarking on a roadshow to market ISL through overseas trade missions to attract more international participation in the upcoming ISL.

“Many international vendors have shown interest in ISL so next year, ISL will include 40 per cent international participants and 60 per cent locals in order to enable more partnerships between local and international companies,” Faisol said.

ISL was held at Perdana Quay in Langkawi on September 20 and 21 with about 40 booths showcasing various lifestyle products.

The tradeshow culminated in a “Trusted Circle” discussions with a panel of experts with knowledge on launching a brand to an international stage imparting their know-how to ISL participants.

InStyle Langkawi trade show was a showcase of many little-known homegrown lifestyle brands. — Picture by K.E. Ooi