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SINGAPORE'S IndoChine chain of restaurants and bars is continuing its drive to expand globally, with overseas ventures worth tens of millions of dollars due to open soon.
The group is also diversifying into the hotel business, with a resort set to open in Phuket.
When IndoChine group founder and chief executive Michael Ma opened his first outlet here eight years ago, he already had plans to export the brand overseas.
His vision was to capitalise on the popularity of restaurants and bars with an Asian theme, in markets such as Europe. The group's first venture abroad opened in Hamburg, Germany, a year later.
Outlets in Malaysia soon followed, while 15 bars, restaurants and clubs have been opened in the home base here over the past eight years.
Last week, the group announced it was moving ahead aggressively with its international growth.
It is planning forays into India, Dubai and Thailand, while adding a second venue in Kuala Lumpur and making its first venture into resort and hotel development.
Mr Ma told The Straits Times last week that the sudden flurry of openings abroad expected over the next few months had not been timed to take place at the same time.
'We were actually planning to open something in Phuket in Thailand a few years ago, but then, the tsunami struck and those plans were put on hold.
'It just so happened that all the opportunities in the different markets started to come up at the same time.'
He added this was the first time that a Singapore group of nightlife outlets and restaurants was moving so aggressively overseas.
Next year, IndoChine will unveil a 140-room resort called The Reef in Phuket. It will face the beachfront of the Patong Beach tourist hot spot.
Mr Ma admitted it was unusual for a company such as IndoChine to move into hotels, as it had been more common for hotel groups to diversify into nightclubs and bars.
'But we believe we understand the lifestyle and entertainment business, and can create a whole experience that our high-end clientele will enjoy,' he said.
The company is also planning a villa project that will overlook Patong Beach and is expected to open at the end of this year.
For its Indian venture, IndoChine intends to export its Forbidden City concept, first introduced at Clarke Quay in Singapore, to New Delhi. It will include a restaurant, alfresco cafe and lounge. The soft launch is expected next week.
Plans for an outlet in Dubai are still in their infancy, but Mr Ma said a premium site had already been secured.
In Kuala Lumpur, IndoChine is taking up a second venue in the bustling Mont Kiara district.
He declined to reveal the exact cost of setting up these new ventures, but said it was in the 'tens of millions'. The costs will be shared between IndoChine shareholders and its partners in each of the different markets.
When asked about his vision for the group, Mr Ma said much would depend on the business environment.
'It's hard to say because the markets will change. But we have 'maxed out' here in Singapore and will need to continue to grow overseas.
'With the Internet, television and e-mail, trends and brand reputations spread across all markets.
'We hope to achieve a uniform reputation for top-class entertainment, food and atmosphere at all our operations around the world, so consumers know what to expect no matter which IndoChine outlet they are at.'
nicholas@sph.com.sg
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