Popular clothing line Hush Puppy, whose products are imported from Singapore, entered the Cambodian market in July. Philip Kor, executive director of Singapore-based Redina Group, visited the outlet that sells the Hush Puppy line at Aeon Mall late last month to oversee its opening.

Touring the shop of Hush Puppies Apparel, Kor did not have much in the way of advice for his local partner and the store’s staff, seemingly content with how the store had set up and prepared for its opening. “I’m quiet happy to be here and saw all of our products ready to sell to our new customer base in Cambodia,” Kor said. “I do hope our Hush Puppies products, which are of high quality, are reasonably priced for the living standard of people here.” Redina Group was establish in 1995. “Both of my parents helped set up this company. We started both in Singapore and Malaysia at the same time,” he said. “Hush Puppies is our main product line. And we have apparel for the whole family: men’s, women’s and kids’ apparel and underwear,” Kor said. He continued: “Right now, we have 60 individual stores and 250 department stores in Singapore and Malaysia.” “Our Redina Group’s licensees take directions from the US, and we also do some of our own in-house design. We would like to expand throughout the rest of Southeast Asia,” Kor said. “Besides Singapore and Malaysia, we have our outlets in Brunei and Indonesia. In the past two months we opened our first outlet in Vietnam. And in July, Hush Puppies arrived at Aeon Mall in Phnom Penh.” “We are excited about doing business here. The modern lifestyle is well established, the infrastructure is nice, the population is big, the demographic is solid,” Kor said. “We believe that our products will gain popularity among the people here.” “I hope to see people here wear more American casual clothes, such as our Hush Puppies line,” Kor said. “Our products are priced at premium, but not so high. It is quite suitable for Cambodia, a country with a growing middle class and high growth.” Kor added that his company next plans to expand into Thailand and will also increase its presence in Malaysia. Soth Daline, shop manager at Aeon Mall’s Hush Puppies outlet, said: “Our products are new for the Cambodian people. They don’t have much experience with comfortable, quality clothing. “But day by day, we have more customers come across to our shop and buy our clothing. Meanwhile, some goods are selling very swiftly, and at the weekend sales have increased by nearly double.” Generally, Daline added, children’s apparel ranges from about $12 to over $30, while adult clothes range from $14 to $60.