n Malaysia, he took about four months to develop the colognes, before heading to Taiwan, Hong Kong and Singapore to sell his products. “These were the few countries that were very open in terms of their markets, it was very easy to get into. Fast forward to today, we are doing very well in these markets, and we have expanded our product range and stocks in these key areas,” he added. A fragrance company As a Malaysian fragrance brand, Analogue Apotik has its work cut out for it, differentiating itself from global juggernauts, and growing sales at a time of economic uncertainty. “Buying power is still very much an issue in Malaysia. While you have high-end customers who will go for international brands, and low-wage earners who will prefer cheaper products, our target market is solely the middle class,” he noted. According to him, the price point is critical. In Malaysia, where Analogue Apotik’s solid colognes retail for RM75, consumers will think twice before buying, especially since they are a local product. But in Singapore, where the price point is around S$25, they are viewed as more affordable. “Our sales in countries like Singapore are very encouraging. Customers easily buy two to three pieces in a single purchase. In Malaysia, on the other hand, we need to give a 50 per cent discount for first time purchases to get some traction,” he elaborated. The APAC marketplace Interestingly, Cheong has observed that customers in markets like China, Hong Kong and Taiwan are generally quite supportive of Malaysian brands. Although some might have a preference for Western brands, they are also receptive towards Asian-based products. When it comes to markets in the Middle East and Europe, Cheong said customers prefer floral fragrances in spring and fresh ones in summer. So the brand also has to keep up with seasonal scent profiles to make headway in these marketplaces. “In Malaysia, the scent profiles are quite one-dimensional. Brands like Dior, CK, Tom Ford are quite commonplace. So our scents are engineered to be much more complex with hints of cloves, cinnamon, so that we create a bit of differentiation in this category,” he said. The brand has also branched out into other product categories, launching  scented candles during the height of the pandemic, as Cheong realised that customers were seeking products to improve their lives during the enforced lockdowns when they were cooped up at home. Being analogue in a digital world Formerly known as The Apothecary, Analogue Apotikhas strategically branded and marketed itself as a specialty men’s lifestyle company. Hence, it is only fitting that Analogue Apotik has engaged stockists that share a similar DNA.  The brand has expanded its reach through stockists in the US, Singapore, Vietnam, Hong Kong, Macau, Taiwan, and Thailand, such as The Gentlemen’s Lab, Sultans of Shave, Fine and Dandy. While Analogue Apotik is all about making grooming routines more convenient, Cheong hopes the business can hold onto the spirit of traditional pharmacies.  “Our goal is to be an analogue of the old trade by our crafts, thus bringing us to the debut of our line of easy-to-use men’s solid colognes in a variety of scents, all handmade in Kuala Lumpur, Malaysia,” he explained. New pastures The brand is moving to a new headquarters in Damansara Uptown in August, which will serve as both a production centre and physical bricks-and-mortar experience.  “Customers need to smell, touch and feel the products. A physical presence is essential. While our e-commerce operations are great, nothing can substitute a bricks-and-mortar space. So that’s why our wholesale approach is also working,” he added. Cheong has done extensive research on wholesalers and stockists in the APAC region, sent out samples of products, and formed partnerships with those that hold the same values as Analogue Apotik. “There was no way to open up a physical store in these countries quickly, so the best approach was through wholesalers and stockists. Our next step will be to get into markets like Indonesia and Thailand, as there is huge potential in these niche areas,” he concluded.