Reborn Coffee, Inc., a US-based retailer of specialty coffee, has recently signed a Memorandum of Understanding (MoU) with Collective Project Sdn Bhd (Collective), owner and operator of a wholesale distribution network with various specialty cafes in Malaysia to establish a joint venture (JV) to expand and develop Reborn’s coffee brand throughout Southeast Asia.
Collective has been sourcing, roasting and distributing specialty coffees for more than 7 years to cafes throughout Malaysia, establishing itself as leading specialty coffee roaster by sourcing transparent, traceable, and sustainable coffees from farmers, and providing exceptional coffee experiences to consumers. Its expansion plan includes long-term partnerships with processing facilities and farms at origin, most recently in Indonesia, that will ensure a consistent supply of high-quality coffees and volume for the Southeast Asian market. This partnership includes improving processing methods and introducing innovations such as anaerobic and aerobic fermentation to increase quality score and flavor.
In retail, Collective is partnering with other artisanal producers specifically in gelato and pastries to expand their specialty product offerings. The company is opening its first flagship store in Damansara Heights, Kuala Lumpur in February, with plans to open 3 additional outlets in Kuala Lumpur and Jakarta later this year.
Jay Kim, CEO of Reborn said, “We have found an ideal partner with Collective and its founder Barrie Nasim to launch our brand into the Southeast Asian market. As an increasing number of people in Southeast Asia advance into the middle-class with higher spending powers, coffee culture and consumption has skyrocketed. Collective is at the forefront of a new generation of consumers who are enthusiastic about specialty and sustainable coffee.”
The new JV, Reborn Coffee Malaysia Sdn Bhd, will identify potential strategic locations to open Reborn branded outlets in Singapore and Jakarta. Kim added, “We have also identified profitable companies with synergy for potential acquisition in Malaysia and Jakarta to contribute to Reborn earnings. We believe with a strong partnership with Collective and the flagship store in Malaysia, Reborn’s growth and expansion for the Southeast Asia market will be exponential. Taken together with new locations in California, expansion into South Korea and the upcoming launch of our e-commerce platform, we are well-positioned to reach our goals for sustained operational execution and year-over-year revenue growth.”
