DFI Retail Group ("DFI" or "the Group") is pleased to announce the signing of a Memorandum of Understanding (MOU) with Shopee, Southeast Asia's leading e-commerce platform. This strategic partnership will enhance collaboration across the digital ecosystem, including key areas such as logistics, electronic payments, and retail media, driving growth and innovation for the Group’s business. This marks a significant milestone in DFI’s ongoing digitalisation journey.

In recent years, several DFI’s banners, including Guardian, have partnered with Shopee to provide customers with additional digital touchpoints and deliver a seamless online shopping experience. Building on this success, DFI and Shopee will work together to strengthen banners’ presence in key markets, reinforcing DFI’s commitment to delivering greater value to customers and partners. The collaboration will also facilitate regional business reviews, tailored e-commerce workshops, and the exploration of potential new market onboarding opportunities.

The Group is confident that this partnership will unlock new opportunities and accelerate its digital transformation, while continuing to build a stronger and more integrated omnichannel ecosystem.