Breo opens two stores in Southeast Asia, advancing in both direct sales and franchise operations overseas

Since the beginning of this year, Breo (688793.SH) has been continuously expanding its offline presence in the Southeast Asian market. Following the opening of its store in Hanoi, Vietnam, in Thanh Xuân District on March 29, 2026, its first store in Malaysia opened on May 15 at Pavilion Bukit Jalil in Kuala Lumpur, where its "2.0 Sleepy Doll" product made its debut overseas. According to financial report data, Breo achieved an annual operating income of 778 million yuan in 2025, with domestic revenue of 707 million yuan and overseas revenue of 70.7174 million yuan, and an overseas business gross margin of 59.57%. In terms of channel strategy, the company adopts a dual-track approach of "direct sales + franchising" for its overseas offline operations. By the end of 2025, it had opened three direct experience stores overseas, located at Singapore Changi Airport, Jewel Changi in Singapore, and Wanda Plaza in Kuala Lumpur, Malaysia; there are over 10 franchised stores and more than 150 other sales outlets. The company previously used the Thai market as a sample for its franchising model and set Singapore's direct stores as benchmarks, planning to replicate its expansion into neighboring countries such as Indonesia and Vietnam. During the opening of the new store in Malaysia, Breo will launch a "Sleepy Doll" themed pop-up event at Pavilion Bukit Jalil from May 27 to June 2. Previously, the company held a brand marketing event at South Gateway Garden in Jewel Changi, Singapore, in March 2026. In terms of products, Breo's current product matrix covers massagers for multiple areas including the head, eyes, neck, shoulders, waist, legs, and knees. In June 2025, the company launched new shoulder and neck products N5MiniS3 and NeckS on Amazon in the United States. In November of the same year, both products entered the top 50 in their respective subcategories, with NeckS achieving the highest ranking at 13th place. By the end of 2025, the company and its subsidiaries had accumulated 1,948 intellectual property rights. According to the business plan disclosed in the company's 2025 annual report, Breo will continue to accelerate the implementation of its globalization strategy in 2026, further optimizing a three-dimensional sales network that integrates "online and offline, direct sales and franchising, and domestic and international market linkage," and continue to strengthen its overseas market layout