Pie Face signs 50 store deal, makes entry into Singapore and Malaysia markets

Posted by AFN Staff Writers on 18th June 2014
Pie Face has signed a deal to enter in markets in Singapore and Malaysia with 50 new stores
Pie Face has signed a deal to enter in markets in Singapore and Malaysia with 50 new stores

Australian pie making company Pie Face has announced that it has entered into formal agreements to open a minimum 50 stores in the next 5 years in Singapore and Malaysia with VL Development Sdn. Bhd., a syndicate of experienced operators in Malaysia backed by prominent businessman, Mr. Lim Beng Hian.

VL Development, which has business interest in property development, hotels and trading, will build a modern CKF in Malaysia that will supply all food to their stores in the region. VL Development is also considering other regions in SE Asia as potential future markets for Pie Face.

“We are very excited to be in business with Pie Face,” said Mr S.H. Goh, who heads VL Development. “They have a unique brand and an exceptional product that we believe will be well received by our markets in Singapore and Malaysia,” he said.

“We believe the hub and bespoke business model run by Pie Face, where the product is made from scratch in a local commissary, is the right business model for this type of activity and we look forward to building scale in our store network in conjunction with the central commissary itself,” Mr Goh said.

Mr Goh was previously the Executive Director/Chief Operating Office with the Genting Group of Companies. He worked specifically with Genting Resorts in Malaysia for more than 28 years.

Genting is an internationally recognized company and has business interest in Asia, United Kingdom and the USA. After leaving Genting, Mr Goh was involved in property development, hotel/resort operations, manufacturing and managing a Malaysian Public Listed Company.

“Mr. Goh and the team at VL Development are highly experienced in the F&B space and can tap into a vast pool of human resource and financial capital – they are ideal partners for us in the region,” said  Andrew Lyme, Commercial Manager for Pie Face.

Pie Face currently operates 89 stores in three countries. This deal marks the fourth and fifth markets Pie Face will enter outside Australia. Currently the company is operating 4 stores in New Zealand with a partner, 8 company owned stores in Manhattan in the United States and more recently, the Middle East, where it recently signed a 100 store, 7 year deal with Foodmark, a division of the Landmark Group out of Dubai. Landmark is due to open 4 stores in Dubai/Abu Dhabi by the end of 2014.