Typo unveils world-first concept store in Malaysia, in global brand refresh push

Typo has launched its first-ever concept store globally, in Malaysia, marking a new phase in the brand’s evolution as part of a wider refresh.

Located at IOI Mall Puchong, the store introduces a revamped retail experience designed to reflect Typo’s shift towards a more elevated, immersive and design-led offering, while retaining its signature playful identity.

The concept store is positioned as a “creative playground”, with an open layout that encourages exploration and discovery. Drawing inspiration from the idea that a simple piece of paper can spark creativity, the space incorporates fluid design elements such as squiggles and doodles, aimed at creating a more engaging in-store journey.

Stationery remains central to the brand, with an increased focus on quality, functionality and design. Alongside this, Typo has expanded its product offering to include a broader range of lifestyle categories, spanning gifting, travel and everyday essentials.

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This comes in tandem with Typo’s refreshed brand look, which has already been rolled out across its online store and website globally.

Notably, the updated style and aesthetic have been present on Typo’s @typoshop social account for some time now, as well as across its Instagram pages in the United Kingdom and South Africa.

While the brand was previously known for its kitschy, loud and quirky designs across stationery and homeware, its new look leans more into a “Pinterest-curated” lifestyle studio aesthetic.

Beyond the noticeable absence of IP characters, as well as television and film franchise tie-ins on its mugs and notebooks, Typo is also embracing a new colour palette, featuring tones such as jade green, plum noir, glacial blue and wasabi.

It is also clearly moving away from its previously “cluttered” style, characterised by unicorns, rainbows and 2000s-inspired typography.

The brand has also introduced a new logo, leaving behind its “distressed typewriter” font for a cleaner, boxier look, paired with cross-stitch-inspired patterns in its broader visual identity. The updated logo is also reflected on the signage of its new Malaysia concept store.

The IOI Mall store launch also forms part of Typo’s broader global growth strategy, with Malaysia selected as the debut market for the new concept.

According to Scott Druce, general manager of Typo, the decision was driven by the brand’s strong traction in the country and the opportunity to connect with an engaged customer base. “It felt like the right place to start this next chapter. You’ll see a step up across everything, from the product to the store experience, but it’s still very much Typo at its core. We’re excited to open at IOI and see how customers respond to what we’re building,” said Druce.

Echoing this, Cash Ryan, country manager for Asia, described the launch as a milestone for both the business and its local audience, noting Malaysia’s strong creative culture and connection with the brand. "Malaysia has such a strong creative spirit and as a much-loved brand across the region, launching this world-first concept store here is a proud moment for our team and celebrates our growth and long-term commitment in the Asia region" she added. 

To mark the opening, Typo is rolling out in-store activations including complimentary treats for customers from 2 to 5 April at IOI Mall Puchong, aimed at driving footfall and encouraging shoppers to experience the new format.

Typo is part of Cotton On Group, which operates a portfolio of fashion and lifestyle brands across more than 20 countries. The group currently runs over 1,300 stores globally, in markets such as Australia, Singapore, Thailand, Indonesia, the Philippines and Hong Kong. 

With its first concept store now unveiled, Typo is rethinking how customers engage with the brand in physical spaces, bringing together creativity, retail and lifestyle in a more considered format.

What remains to be seen is how this refreshed identity and store concept will be rolled out across Asia.

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