[Edaily Reporter KYUNG GYEYOUNG ] Misto Holdings Corporation, the operator of FILA, is accelerating its expansion into Southeast Asian markets, including Malaysia.

Fila Holdings(081660)The company announced on the 6th that its Malaysian subsidiary opened four new FILA stores in major commercial districts across Malaysia, including Kuala Lumpur and Penang, during the first half of the year. This brings the total number of FILA stores in Malaysia to 14.

Misto Holdings Corporation explained that these new store openings represent a strategic retail expansion that takes into account regional consumer characteristics and the competitiveness of each commercial district. Malaysia serves as a hub connecting major Southeast Asian countries and boasts high purchasing power along with a retail infrastructure centered on shopping malls. Given the diversity of consumer cultures, it is considered an ideal market for validating brand competitiveness and spreading a differentiated retail experience.

Misto Malaysia is focusing on expanding its retail network in key commercial districts while strengthening customer experiences that effectively convey the brand’s identity. The new store, located in Penang’s leading shopping mall, Gurney Plaza, will operate as the “Fila 1911 Store”—the first of its kind in Southeast Asia where customers can experience the Fila brand’s heritage. It is also the third flagship-level store in Malaysia.

A representative from Misto Holdings Corporation stated, “Malaysia is a key strategic hub for our expansion into the Southeast Asian market,” adding, “Beyond simply increasing the number of stores, we will continue to build a differentiated retail environment where the brand’s history, values, and sports heritage are naturally conveyed to consumers.”