Hooga Expands Hygge Lifestyle Brand Across Southeast Asia and Beyond

Hooga, a lifestyle brand founded in Singapore in 2018, is making significant strides in promoting the concept of hygge across Southeast Asia and the Middle East. The brand focuses on creating comfort through thoughtful home decor choices, expanding its presence to 36 stores in various countries, including Malaysia, Cambodia, Dubai, and Qatar. This growth reflects Hooga’s commitment to bringing a sense of ease and renewal to everyday life.

Curating Comfort: Hooga’s Product Offerings

Hooga’s product catalog is divided into eight categories: Scent, Sleep, Bath, Chill, Neat, Tots, Pets, and Commute. Each category embodies the brand’s philosophy of simplicity and warmth. The Scent range features reed diffusers, scented candles, and room sprays, designed to enhance the ambiance of any home. Recent additions include an eau de parfum collection and body care products, such as hand creams and shampoos, aimed at enriching the sensory experience.

The Sleep collection offers luxurious bedding and ergonomic pillows that facilitate relaxation. Popular materials like Micro Tencel, known for its softness, have been integrated into new products. The Bath and Chill categories provide plush towels and cozy rugs that contribute to a restorative atmosphere. Additionally, the Neat category embraces home decoration, while Tots and Pets focus on younger family members and pets. The latest Commute category introduces practical bags and accessories tailored for those on the go.

Creating Immersive Retail Experiences

Hooga’s stores are designed to reflect its tranquil aesthetic and cultural sensitivity. The brand aims to create immersive environments where customers can explore options to transform their living spaces into retreats. Elements such as warm lighting, soft music, and tactile displays enhance the shopping experience.

The brand’s expansion into the Gulf region began with its first store in Dubai Festival City Mall in 2024, followed by a second location at City Walk. Notably, Hooga’s outlet at the Dubai International Financial Centre features a design inspired by the Supertrees of Singapore’s Gardens by the Bay. Another store at Dubai Hills Mall highlights the transformative power of scent in everyday life, while the Marassi Galleria store in Bahrain showcases engaging interiors for home enthusiasts. In Bangkok, Hooga established a presence at Centralworld, a key lifestyle and retail destination.

Hooga’s international growth is propelled by its franchise model and strategic partnerships. The brand aims to double its footprint within three years, targeting both established and emerging markets. According to Koay Gray Sen, CEO of Hooga International, “We have always seen global expansion as the natural next step.” With over 88 percent of products designed in-house and new launches annually, Hooga is confident its exclusive designs will resonate in diverse markets.

The franchise model is designed for accessibility and long-term value, featuring flexible design options and strong brand support. This welcoming framework invites retail entrepreneurs and corporate groups interested in promoting the hygge philosophy. Koay emphasized, “Our strategy is built on cost efficiency and high repeat purchases.”

As Hooga continues to expand, it seeks collaborators who share its vision of creating inviting spaces in homes worldwide. The brand provides an opportunity to connect emotionally with customers seeking to cultivate their own sanctuaries, bringing the spirit of hygge into more households.

Hooga encourages communities to embrace the philosophy of hygge, fostering a sense of warmth and comfort in their environments. For ongoing updates, the brand invites followers to connect on platforms such as Facebook and Instagram.