M

alaysia has a new attraction in the form of the Johor Premium Outlets (JPO), which will surely attract fashion fans seeking discounts for assorted off-season items by luxury, high-street and sportswear brands.

Located in the brand-new township of Kulaijaya in Johor state (situated next to Singapore), the 330,000-sq-ft JPO is lined with miniature fountains, palm trees and small garden patches and is Southeast Asia’s first Premium Outlet Center.

Modeled after Woodbury Common Premium Outlets (which is an hour’s drive from New York), the JPO — which is currently 80 percent completed — will be ideal for visitors from neighboring countries who want to avoid long-distance travel to other destinations which offer similar shopping concepts.

For instance, visitors from Singapore will experience an hour-and-a-half drive to JPO; and it is a four-hour drive for those who are commuting from Kuala Lumpur.

Meanwhile, residents from other nearby parts of Johor will find it very convenient to seek designer goods without having to travel to, say, Kuala Lumpur or Singapore where international brand names have established their flagship stores.

With more than 80 brands managing their own stand-alone stores here, top names include A|X Armani Exchange, Burberry, Canali, Salvatore Ferragamo, Coach, DKNY, Giorgio Armani, Brooks Brothers, Ralph Lauren, Gap Outlet, Lacoste, Tumi, Michael Kors, Levi’s, Nike, Puma and Oroton.

Most of the stores offer 25 to 65 percent discounts throughout the year — something which has not impressed some shopping fans.

“The discounts available here are not very enticing. Why bother taking a trip to the JPO when some retail stores in Kuala Lumpur offer discounts of up to 80 percent,” says 36-year-old Mac Chan, who was seen perusing the racks at Lacoste.

“Unless the stores at JPO offer better sales, I’d prefer to wait for end-of-season sales or other attractions such as Malaysia’s Mega Sales or Singapore’s Great Sales.”

However, when visiting JPO on a weekday, this scribe witnessed large crowds who were doing some major shopping, among other things.

With over 2,000 parking bays fully occupied, many visitors were undeterred and made a pilgrimage here via chartered coach rides offered by local as well as Singapore-based travel and tour companies.

Thirty-seven-year-old Angie Teoh, a “fashion-lover” from Kuala Lumpur, was disappointed with the discounts found at many of the stores.

“The definition of “outlet shopping” is by offering at least a 50 percent discount and upwards. Perhaps something got lost in translation, considering that products are sold at discounts of only 20 percent and 30 percent at stores such as Coach and Michael Kors.

“However, it must be pointed out that most of the stores are retailing top-notch designs, regardless of whether they’re apparel or accessories. This is unlike “rejects” or “lame-looking” products which are prevalent at most thrift or outlet stores elsewhere.”

William Tanuwidjaja, a shopaholic from Jakarta, advises those who’ll be visiting the JPO to “plan ahead and do some research online, so you’ll be able to make the best of your time here for activities, such as shopping, wining and dining.”

Nadia Wiyono, also from Jakarta, says the JPO “is unique as it allows many of us, especially those from the middle income group, to purchase branded goods at more affordable prices, unlike those which are found at malls.”

“As I don’t follow trends, I’m not very particular about the products at JPO which are from past seasons’ collections. Most importantly, the products must look wonderful and, hey, I’ve spotted some cool outfits, bags and small leather goods which are worth splurging on.”

Among the top-notch bargains which we’d come across, Zegna ties — at RM 315 (S$130) each, is a snip from the retail price of S$290 seen at the boutique in Singapore’s Takashimaya Department Store. Salvatore Ferragamo’s range of high heels can be had at RM 1,040 (S$430), a fraction of the retail price of S$790.

Personally, I’ve bought a DKNY thin sweater sold at RM 230; and two comfy plain tees (at RM 51 each) from the CK Calvin Klein outlet store. Other bargains such as some men’s suits (at RM 530 each) are available at the latter.

A joint venture between Genting Bhd and the US’ Simon Property Group (which owns a host of premium outlet shopping hubs), the JPO is accessible via dedicated buses from Johor Bahru Central, Kota Raya, and the Second Link for those who are traveling from Singapore.

Regarding next year’s plans for JPO, the retail hub’s general manager Jean Marie Pin Harry said to “look out for flash sales promotions to be held occasionally which will offer higher discounts”.