DHL Supply Chain Malaysia has teamed up with homegrown modest fashion brand Siti Khadijah Apparels Sdn Bhd to strengthen its e-commerce and omnichannel operations, as the fashion retailer looks to support its expanding customer base across Southeast Asia. Through the partnership, Siti Khadijah will leverage DHL’s Fulfillment Network (DFN), a logistics solution designed to help businesses manage their fulfilment operations without having to invest in and build their own warehousing and distribution infrastructure.

Founded in 2009, Siti Khadijah has grown into one of Malaysia’s recognised modest fashion brands, with a retail footprint of 65 boutiques across Malaysia, Singapore and Indonesia. Alongside its physical stores, the company has continued to expand its online presence, making efficient order fulfilment increasingly important to its operations.

Under the agreement, DHL Supply Chain Malaysia will oversee several key aspects of the brand’s logistics operations, including warehousing, inventory management, order processing, last-mile delivery integration and returns management. The arrangement will cover orders received through various omnichannel platforms, with deliveries reaching customers in Malaysia, Singapore and Brunei.

At the heart of the collaboration is DHL’s DFN platform, which brings warehousing, order management, delivery coordination and returns handling together within a single system. This allows businesses to expand their e-commerce operations into new markets without the need to establish their own fulfilment infrastructure in every location.

The network also allows inventory to be positioned closer to customers, potentially reducing delivery times. Orders are matched with suitable last-mile delivery partners based on the selected service level, while shipment tracking remains accessible through one integrated system, regardless of the carrier or destination country. Businesses can also monitor inventory levels and order volumes through DHL’s MySupplyChain portal, which provides real-time operational visibility through digital dashboards.

The partnership comes at a time when Malaysia’s e-commerce sector continues to expand. According to GlobalData, the country’s e-commerce market is forecast to grow by 9.4% in 2026, reaching RM162 billion. This growth is creating greater demands on retailers to fulfil orders quickly, manage seasonal spikes in demand and provide convenient returns services. For Siti Khadijah, having a fulfilment partner capable of scaling alongside its business could help the company concentrate more resources on its core operations and customer experience.

Mohammad Muzammil Aminuddin, Group Chief Risk and Governance Officer of Siti Khadijah Apparels Sdn Bhd, said customers increasingly expect products purchased online to be delivered quickly, particularly during periods of higher demand. He added that working with DHL provides the brand with a fulfilment operation that can accommodate these fluctuations without requiring the company to build the necessary infrastructure independently. This allows its team to focus more on product design and improving the overall customer experience.

Mario Lorenz, Managing Director of DHL Supply Chain Malaysia, said local brands are experiencing rapid online growth, with fulfilment capabilities becoming increasingly important as their businesses expand. He noted that DFN provides Malaysian businesses with access to the same fulfilment capabilities used by global brands, without requiring substantial upfront investment in logistics infrastructure. He also highlighted Siti Khadijah as an example of a homegrown business with strong growth potential.

Introduced in Malaysia in 2024, DHL Fulfillment Network combines fulfilment operations, digital integration, data visibility and logistics capabilities to help businesses manage their supply chains more efficiently. The latest collaboration reflects DHL Supply Chain Malaysia’s broader efforts to make its global logistics expertise more accessible to local businesses. For Siti Khadijah, the partnership represents an opportunity to strengthen its online operations and serve customers across multiple markets more efficiently as it continues its regional expansion.