[This is a sponsored article with BilaBila Mart.]
It wasn’t too long ago when we covered BilaBila Mart, a chain of convenience stores specialising in offering consumers a wide range of products, from fresh local produce to imported goods.
Since their tumultuous beginnings during the COVID pandemic, the franchise has gone on to open over 70 stores across the Klang Valley and even Genting.
Now, as they celebrate their fifth anniversary, BilaBila is giving back to the steadfast community that supported them with a month-long anniversary campaign, exclusive deals and promotions included.
Happening throughout the month of June, customers will be able to celebrate five years of BilaBila with discounts on over 100 products.
The brand is also hosting a three-day event (June 4 to 6, 2025) at its Millerz Square outlet packed with activities like exciting games and a stamping challenge where participants could win exclusive merchandise, products, and discount coupons.
With giveaways, and free refreshments on the agenda, BilaBila Mart is pulling out all the stops to celebrate the people, partnerships, and passion behind every store shelf.
“As we look to the future, this campaign marks our biggest celebration yet, with more to come.”
Hui Jing, BilaBila Mart co-founder
And rightfully so, there’s much for them to toast to.
“We had to pivot to survive.”
Said Hui Jing, who had to answer Instagram messages personally to fulfil orders during BilaBila’s early pandemic days.
Indeed, from closing their first store during the pandemic to shifting to a delivery-based model BilaBila’s beginning is a story of perseverance and adaptability.
“During the pandemic, we had to pivot our offerings from selling only basic convenience store items to focusing on selling covid essentials and fresh produce to cater to our customers’ needs,” said Hui Jing
The silver lining? This direct engagement and niche offerings gave BilaBila the chance to build a loyal customer base, who eventually started ordering produce, sauces, and even cigarettes from them.
With this support and the movement control order easing, the brand then returned to their roots. Soon enough, they opened eight outlets and embraced the kedai runcit concept that fans of BilaBila associated them with.
Offering a mix of local and imported goods, BilaBila committed to the idea of being a localised convenience store, stocking on products with the surrounding demographics of each store in mind.
For example, in areas that may have more Chinese expats, they carry products specific to that palate, while stores around rural Malay communities carry more halal products.
This mindful strategy boosted BilaBila Mart to really take off, prompting the founders to launch the BilaBila Mart app, and subsequently, a store page on Lazada and Shopee.
Moving away from their kedai runcit branding
As the brand expanded and began attracting more urbanites, they underwent a rebrand to keep up with their growth.
“One of the reasons we went through a rebranding was because many competitors were using the same brand colors and concept as us, which made it hard for our brand to stand out. It also caused confusion among our customers and many others,” said Hui Jing.
After a year of refining the brand’s visual identity with the help of local designer Kek Feng Lee, BilaBila Mart began its next chapter with a new logo and a modern vibe. Thus, moving away from the kedai runcit identity they held on to for its first four years.
Not long after, the brand went on to launch their flagship store in Millerz Square, a two-storeyed outlet complete with a free 24-hour coworking space and in-house cafe, BilaBila Cafe.
With much in play pushing the brand forward, it comes as no surprise that BilaBila claimed to hit RM100 million in sales revenue later that year. “This milestone is a testament to our team’s resilience and innovative spirit,” Hui Jing stated.
But it wasn’t all smooth sailing. From closing down outlets in multiple locations due to low footfall or rental hikes, to navigating legal disputes with landlords and suppliers, BilaBila’s road has always been a bumpy one.
Yet, the founders and the team have remained committed to the brand, leading to a doubling of staff members, with significant growth in both HQ and warehouse manpower since early 2024.
This growth would not have been possible without the dedication of our people and the trust of our customers.
As of this year, BilaBila Mart has grown to over 70 outlets across Klang Valley, with BilaBila Cafe and their latest product line, Cik Fafa, further bolstering the brand’s presence and reputation within the retail scene.
And they have no plans of slowing down.
Next stop, the northern states of Malaysia
Looking forward, BilaBila has big plans in the pipeline, and they’re keeping that momentum going to hit their milestone goal of 100 stores.
With their sights set on Penang and Ipoh, the brand aims to expand with ten outlets across the northern region. Entry into both these cities would further drive their mission of becoming a nationwide convenience store chain.
Hui Jing also teased that BilaBila Cafe will be expanding alongside the brand’s in-house merchandise line soon.
“We’re actively expanding our BilaBila Cafe offering by introducing more SKUs and conducting R&D efforts in collaboration with our suppliers and manufacturers,” she shared.
As this is still a relatively new space for the brand, they’re currently in a phase of learning and growth. As such, they’ve committed to observing market trends and taking notes from industry players to sharpen their approach.
Even with all these plans for growth and expansion, though, the BilaBila team still keeps their supportive community in mind.
“This anniversary, we’re not just celebrating the brand’s success, but of the people behind it—the customers, the suppliers, and the community that have been steadfast with their support through the years.”
- Learn more about BilaBila Mart’s five-year anniversary campaign here.
- Read our other startup stories here.
Featured Image Credit: BilaBila Mart
