In this presentation, Sachin will cover how Babyshop, a legacy 50+ year old brand, went from market challenger to category leader in the SEA markets it operates in particularly Malaysia. Despite a global strategy, the Babyshop SEA team built a regionally adapted GTM strategy and a sharpened commercial model. He will detail on the role of technology in enhancing store operations & making data driven merchandising decisions. He will also give an overview of the regional retail landscape and how babyshop drives its omni channel strategy.