Uncovering the potential of D2C brands in Southeast Asia

The recent East Ventures Summit 2024 panel brought together leaders from Southeast Asia’s booming direct-to-consumer (D2C) market. Jackson Aw, Founder and CEO of Mighty Jaxx, Roshni Mahtani Cheung, Founder and Group CEO of The Parentinc, and Stephani Herman, Co-Founder and CEO of Compawnion, shared insights into how new-age digital brands like theirs are reshaping the retail landscape across the region.

Discussing trends in a challenging economic climate, the panel observed a shift in consumer demand toward essential yet indulgent products. With healthy pet food brands including Pawmeal and UGO, at Compawnion, there is strong interest in premium, health-focused options for pets as pet ownership continues to rise.

Meanwhile, The Parentinc, which caters to moms and babies, is witnessing fast-growing demand, especially in its digital parenting community, which supports product sales. Mighty Jaxx, a lifestyle brand for pop culture collectors, has capitalized on digital engagement to boost brand loyalty and navigate the shifting economy. For all three, the appetite for experiential, lifestyle-driven products is robust as consumer spending has become more discerning.

“Super-premium” becomes a keyword as its demand arises. Roshni emphasizes that customers are increasingly willing to pay more—or invest—in safe, quality products for their children, especially since different family activities require different functions from certain products. For example, there are different baby strollers for jogging, flights, or even trekking, and people are willing to buy three different products.

Jackson also echoes the premium sentiment, especially since his company caters to a very niche market. Mighty Jaxx’s recently launched brand proved this true, as it debuted a luxury collectible series, and fans have the willingness to pay a high price.

In another East Ventures Summit 2024 panel, Roshni also shared her story of fostering her company, from media platform theAsianparent into today’s D2C group The Parentinc. The panel underlines pivotal points in turning any business to become profitable D2C company: caring and observing the community, deep research to understand market demographics, reasonable judgement to scale, and flexibility to new ideas.

When it comes to expansion, Southeast Asia—especially Indonesia—market offers vast growth potential, with Indonesia’s size and rapid digital adoption making it a key target.

Despite promising opportunities, challenges persist, particularly in scaling digital infrastructure and navigating local regulations. Yet, by focusing on community-building, product localization, and fostering digital engagement, each brand has found ways to overcome these hurdles and continue to thrive.

Get the full insights from SEA D2C brand owners by watching the full panels below.