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FJ Benjamin partners with Lazada in new O2O strategy

Singapore-listed FJ Benjamin has partnered with Lazada to enhance customers’ retail experience across all channels.

The strategic agreement is expected to help boost FJ Benjamin’s performance in its existing markets and open opportunities for e-commerce in markets where Lazada has a presence but FJ Benjamin does not, including Vietnam, Thailand and the Philippines. Lazada will offer tailor-made solutions in managing the full online ecosystem of FJ Benjamin brands across the markets.

“FJ Benjamin has been strategising and planning our omnichannel business model for some time now and this partnership with Lazada is intended to get us to where we want to be much faster and in a more cost-efficient manner,” said Nash Benjamin, CEO at FJ Benjamin.

“This will combine our respective capabilities to strengthen customer experience across brick and mortar and virtual channels.”

In Singapore, FJ Benjamin retails a raft of international fashion brands, including Lancel, Marc Jacobs, Rebecca Minkoff, Guess, La Senza, Superdry, along with watches from brands including Baume & Mercier, Casio, Nautica and Victorinox

Under the terms of the agreement, FJB and Lazada will, within 90 days, develop a detailed action plan and a definitive agreement to move the partnership forward.

“In the last year, Lazada has supported many businesses that adopted a multichannel approach to set up stores online and we know that our expertise in the eCommerce space will benefit and contribute to the success of a renowned brand like FJ Benjamin, and look forward to seeing positive results with them,” said James Chang, CEO of Lazada Singapore.

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