Chinese online retailer Taobao is endorsing a spin-off physical store in Malaysia.

The 5000sqft Taobao Selection store in Kuala Lumpur’s Viva Home Shopping Mall is the first in Southeast Asia, opening in collaboration between local operator Lumahgo, Taobao spinoff Tmall World, and lifestyle furniture retailer Lorenzo. It retails curated products from Tmall.com selected for the Malaysian market alongside furniture offerings.

Lumahgo CEO Fabian Kong said: “We are developing a new retail system that caters to Malaysians, which will bring a new retail technology experience to local retailers … We are helping Tmall World to sell the selected products in Malaysia for customers who do not know how to shop online”.

A reported 98 per cent of furniture purchases are made offline in Malaysia.

Taobao’s owner Alibaba Group is contributing to the project by providing big-data tools and a technology platform. The collaborating partners will open a second Taobao Selection store will open in Sabah early next year.