Luxury retail group Valiram brought together more than 100 international brands at its annual Friends & Family Sale in Kuala Lumpur, offering shoppers discounts of up to 80% across fashion, fragrances, travel accessories and Swiss watches.
KUALA LUMPUR: More than 100 global brands were featured at the annual Friends & Family Sale (FFS) organised by Valiram, which drew shoppers to the Mayang Sari Ballroom at JW Marriott Kuala Lumpur this week.
Held from March 9 to 13, the five-day event offered discounts of up to 80 per cent across categories including luxury fashion and accessories, fragrances and cosmetics, travel lifestyle products and Swiss watches.
Retail Portfolio
The ballroom was transformed into a series of curated “brand alleys”, allowing visitors to browse a wide selection of brands from Valiram’s retail portfolio in a thoughtfully organised shopping environment.
A Valiram spokesperson said the Friends & Family Sale reflects the group’s commitment to creating elevated retail experiences while offering customers exceptional value.
The evolution of the Friends & Family Sale mirrors the journey of Valiram itself. What began decades ago as a modest warehouse sale has grown into a highly anticipated retail event staged in one of Kuala Lumpur’s most prominent hotels. The transformation reflects the company’s own rise since its beginnings in 1935, when the family business started as a small textile trading operation before expanding into one of Southeast Asia’s leading luxury retail groups.
Highlight
The event also attracted both local shoppers and regional visitors, many of whom see the annual sale as a highlight on Kuala Lumpur’s retail calendar.
Junita, a 48-year-old tourist from Indonesia, said she often plans her visits to Malaysia around the event.
“I often come to Malaysia during Ramadan and enjoy shopping while I’m here. I try to always plan my trips around the FFS because I love their selection of shoes, sunglasses and body soaps,” she said.
“The Bukit Bintang area also has such a glamorous atmosphere, which makes the whole experience even more enjoyable.”
For freelancer Yurika, 34, the event provided an opportunity to explore brands she does not usually encounter.
“I came to the FFS because one of my favourite brands was here. The venue was easy to access, and it was fun to discover many brands that I don’t usually see,” she said.
“The selection was good and I really enjoyed the experience, although many of the items were from past seasons.”
Returning Shoppers
Returning shoppers also welcomed the combination of premium brands and attractive discounts.
“This is my third FFS sale — I look forward to it every year,” said Sofia Elena, a 25-year-old human resources executive.
“I loved the deals and the great premium selection of brands. The retail associates were also well prepared with product knowledge and everyone was always smiling, which gave me a really great experience.”
Beyond the shopping experience, visitors were also able to take part in various promotional activities throughout the event.
Shoppers who spent a minimum of RM700 using participating partners including HSBC, Maybank or Atome received gifts with purchase and a chance to participate in a Spin-the-Wheel activity for additional rewards.
Customers spending RM1,000 or more also received a voucher for a Godiva soft serve, while qualifying shoppers stood a chance to enter a lucky draw to win an iPhone 16 Pro.
The Growth of Valiram
Beyond retail events such as the Friends & Family Sale, Valiram has grown into one of Southeast Asia’s leading luxury and lifestyle retailers. The group operates across multiple channels including downtown boutiques, travel retail outlets, airport stores and e-commerce platforms, with a presence in markets such as Malaysia, Singapore, Indonesia, Thailand, the Philippines, Australia, New Zealand, Macau, Vietnam and Hong Kong.
In recent years, the company has also expanded beyond retail into hospitality, including the acquisition of the Impiana KLCC Hotel, reflecting its broader ambitions in lifestyle and experiential businesses.
As the crowds made their final rounds on the last day, the enduring popularity of the Friends & Family Sale underscored Valiram’s ability to blend luxury retail with experience-driven shopping. – NMH
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