HappyFresh Malaysia to expand to more locations

Though no details are disclosed, the firm says it will be the largest expansion for the company to-date


HAPPYFRESH Malaysia is planning to expand to several locations in Johor or Penang by year-end to grow its dark store (warehouse) presence in the region.

Even though its chief growth officer Johan Antlov did not disclose the exact locations, he said it would be the largest expansion for HappyFresh to-date, as it currently only covers the Klang Valley. 

“We aim to expand our presence for the remainder of the year as we saw an aggressive growth since early of 2022 compared to the post-pandemic period,” he said during the HappyFresh Supermarket media launch in Kuala Lumpur yesterday.

The new supermarket, or warehouse, enables access to over 15,000 stock-keeping units of fresh, dry and frozen products in its inventory within three closely monitored temperature zones. 

The company had invested close to RM65 million at the end of last year to strengthen the supply chain and the warehouse infrastructure.

Meanwhile, Antlov said HappyFresh does not intend to raise prices despite the rising food prices.

“We need to maintain an attractive value-to-money proposition for our customers,” Antlov added.

HappyFresh also introduced the “Cheapest in Town” campaign yesterday, which is aimed to help Malaysians cope with the rising inflation by giving them access to daily needs at discounts of up to 60% until September.

“Customers can maximise savings by avoiding traffic as well as the hassle of grocery shopping with online shopping. On top of that, free delivery is provided for all HappyFresh Supermarket customers.

“We are also continuously evolving the product assortment to meet customers’ needs, and all items undergo strict quality control to ensure freshness. 

“We hope that through our promotions and discounts, people are able to lower their cost of living,” Antlov concluded.