Rather than head south in its home market, the upmarket northern England Booths grocery chain has opted instead for a JV in Malaysia.
The family-owned retailer, which launched in Blackpool in 1847, has partnered with Hong Kong-listed retailer Dairy Farm, owned by Jardine Matheson, to sell 40 of its best-selling products, including chutneys, jams and puddings, in 19 shops across Malaysia.
Chairman Edwin Booth, part of the fifth generation of the family to be involved in the firm, says Booths’ heritage gives people “a great deal of reassurance”.
Booths has 34 stores across England’s north, mainly medium-sized supermarkets. Each store has its own identity, reflecting its location. Its JV in Malaysia is its first overseas foray.
Staff members are given extensive product training to help them deliver a “friendly and informed” shopping experience, says the company.