Singapore – Dubai-based global well-being company Gulf Marketing Group has appointed Southeast Asian digital retail platform Etaily as its exclusive operating partner for marketplace and direct-to-consumer (D2C) digital commerce operations across Malaysia, Indonesia, and Singapore.
Under the partnership, Etaily will oversee online operations for GMG’s portfolio of athletic and lifestyle brands, including Vans, Columbia, Timberland, and The North Face.
The agreement comes as GMG continues its regional expansion plans, targeting more than 400 stores across Singapore, Malaysia, Indonesia, and Hong Kong between 2028 and 2030. According to the companies, the partnership is intended to streamline e-commerce operations across multiple Southeast Asian markets under a single operator, replacing country-specific vendor arrangements with a centralised regional model.
Under the mandate, Etaily will manage marketplace operations, digital shelf optimisation, performance marketing, logistics coordination, localised campaigns, customer service, and data analytics across platforms including Shopee, Lazada, TikTok Shop, and brand-owned D2C channels.
“This partnership reflects the reality of how multinational brands must operate in Southeast Asia today,” said Alexander Friedhoff, CEO and Founder at Etaily. “The region is no longer a collection of separate markets—it’s a unified commerce ecosystem. Brands that consolidate their operations under a single regional operator gain speed, data visibility, and the ability to capitalise on cross-market opportunities. GMG recognised this early, and we’re honored to be their partner in building a scalable, regionally-integrated digital commerce operation.”
The companies said the arrangement would provide GMG with unified visibility across sales, inventory, returns, and customer behavior across markets and channels. The partnership also includes synchronised inventory management, consolidated performance marketing, localised pricing and promotions, and coordinated operations across social commerce and affiliate networks.
Etaily said the appointment reflects a broader trend among multinational brands toward consolidating e-commerce operations under integrated regional partners rather than fragmented country-based vendor models.
The company added that the partnership is its largest enterprise appointment to date. Etaily previously raised Series A funding in 2023 from investors including SKS Capital and Pavilion Capital to expand its infrastructure and operations across Southeast Asia.
