After success in China, homegrown retailer Motherswork takes on South-east Asia

[HO CHI MINH CITY] Sitting in the atrium of high-end Ho Chi Minh City mall Estella Place, Sharon Wong observed that many young mothers there had expensive foreign baby strollers. Through chatting with some of them, she learned that they had brought the strollers into Vietnam through family friends.

“That is the first indication (of a ready market) – when you see a lot of products that are not yet available, but the mothers want them and they have gone through a lot of trouble to get them,” said Wong.

The founder of baby products retailer Motherswork was there for business, not leisure, with Estella Place being one of three premium malls that she visited in her five-day trip.