Self-described "ex-nepo baby" Vuitton Pang, CEO of emart24 Malaysia, joins The Breakfast Grille to discuss stepping out of the Mamee family business, entering the capital-intensive convenience sector, and whether the venture fits a broader family investment thesis.

When he left Mamee-Double Decker in 2021 to launch emart24 in Malaysia, the target was 300 stores in five years. Five years on, the chain has only reached 111 outlets, discovering an unexpected growth engine not in central urban hubs like the Klang Valley, but deep in the East Coast, powering revenue to more than double year-on-year to RM114 million in FY2024.

Vuitton reflects on walking away from traditional eldest-son expectations at Mamee, candidly sharing why his brother Pierre was the better fit to lead the family business. He also charts the road to group-level profitability after the most recent financials show RM20 million in losses in 2024.

He breaks down strategies to help expand margins, his thoughts on an eventual IPO to fund growth, and why he stepped into the world of being a KOL CEO to drive foot traffic.

Tune in to learn more about what is standing between emart24 and the scale it needs, and how Vuitton is trying to close that gap with capital, location strategy, and a newly built central kitchen.

Self-described "ex-nepo baby" Vuitton Pang, CEO of emart24 Malaysia, joins The Breakfast Grille to discuss stepping out of the Mamee family business, entering the capital-intensive convenience sector, and whether the venture fits a broader family investment thesis.When he left Mamee-Double Decker in 2021 to launch emart24 in Malaysia, the target was 300 stores in five years. Five years on, the chain has only reached 111 outlets, discovering an unexpected growth engine not in central urban hubs like the Klang Valley, but deep in the East Coast, powering revenue to more than double year-on-year to RM114 million in FY2024.Vuitton reflects on walking away from traditional eldest-son expectations at Mamee, candidly sharing why his brother Pierre was the better fit to lead the family business. He also charts the road to group-level profitability after the most recent financials show RM20 million in losses in 2024.He breaks down strategies to help expand margins, his thoughts on an eventual IPO to fund growth, and why he stepped into the world of being a KOL CEO to drive foot traffic.Tune in to learn more about what is standing between emart24 and the scale it needs, and how Vuitton is trying to close that gap with capital, location strategy, and a newly built central kitchen.

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The Breakfast Grille

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