Hextar Retail Berhad (formerly known as Classic Scenic Berhad)

Name

Hextar Retail Berhad (formerly known as Classic Scenic Berhad)

Legal name

Hextar Retail Berhad

Website

https://hextarretail.com

Company type

Public

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Petaling Jaya

HQ country

Malaysia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Wooden Picture Frame Moulding Manufacturing: Manufacturing and export of solid wooden picture frame length moulding and Ready-Made-Frames. Over 90% of mouldings exported to North America, Europe, Australia, New Zealand, Middle East and Japan
2. Food & Beverage Operations: Multiple F&B brands including GoPizza, Kopihut, Pop!, VCR, TamJai Mixian, Zok Noodle House, Anr Chicken Rice, Palgakdo and upcoming concepts
3. Convenience Store: Convenience store operations as part of core business segments
4. Lifestyle Operations: Premium recreation and urban convenience destinations including Playa pickleball venue and Pump fitness brand
5. Wellness Operations: Modern wellness experiences including MiMone natural skincare and Soma sanctuary

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Hextar Retail Berhad is principally engaged in manufacturing wooden picture frame moulding and Ready-Made-Frames (exporting over 90% to North America, Europe, Australia, New Zealand, Middle East, and Japan) and operating multiple owned F&B restaurant brands, lifestyle venues, wellness centers, and convenience stores across Malaysia. The company owns and operates a diverse portfolio including GoPizza, KopiHut, POP, VCR, TamJai Mixian, ZOK Noodle House, ANR Chicken Rice, Palgakdo, Playa pickleball, Pump fitness, MiMone, and Soma sanctuary.

Product overview

Hextar Retail Berhad is a diversified retail group operating across four core business segments: Manufacturing of wooden picture frame moulding and Ready-Made-Frames (under the Finesse Moulding brand), Food and Beverages (comprising multiple F&B brands including GoPizza, KopiHut, POP, VCR, TamJai, ZOK, ANR, Palgakdo, and upcoming Bai Yu and Australian Snack Pack concepts), Lifestyle (Playa pickleball and Pump fitness), and Wellness (MimoNe and Soma spas). The company was formerly known as Classic Scenic Berhad and rebranded to Hextar Retail Berhad in 2024, expanding from its manufacturing roots into retail, F&B, lifestyle, and wellness sectors.

Differentiator

Problem solved

Functional benefit

Brands

• GoPizza: Korea's global pizza sensation featuring fire-baked, single-serving pizzas designed for speed, taste, and convenience.
• Kopi Hut
• Pop
• VCR
• TamJai
• ZOK
• ANR (Ayam Nasib、特色)
• Palgakdo
• Baiyu
• Minone
• Soma
• Playa
• Pump
• Finesse Moulding

Products and services

• GoPizza Korea's global pizza sensation featuring fire-baked, single-serving pizzas designed for speed, taste, and convenience, operated by Hextar Retail in Malaysia.
• KopiHut Reimagines Malaysia's cherished kopitiam culture by blending nostalgic charm with a fresh, contemporary twist.
• POP A digitally driven quick-service restaurant redefining fast dining with popular local favorites at competitive prices.
• VCR A beacon of culinary innovation celebrated for its creative food concepts and visually striking, Instagram-worthy presentations.
• TamJai Mixian Hong Kong's No. 1 Mixian brand, famous for bold, flavour-packed Yunnan-style noodles and customizable spice levels.
• ZOK Noodle House Crafts handcrafted noodle dishes inspired by Asian traditions, delivering bold and authentic flavors with every bowl.
• ANR Chicken Rice Rooted in Malaysian tradition, serving familiar, heart-warming chicken rice that brings the comfort of home to every plate.
• Palgakdo Perfects Korean charcoal-grilled chicken ribs using a signature octagonal grill to preserve juiciness and maximize flavour.
• Wooden Picture Frame Moulding Products (Finesse Moulding) Manufacturer and exporter of solid wooden picture frame length moulding and Ready-Made-Frames with various finishes (wood stain, plain and decorative hot stamping, matt and gloss lacquering, washed and distressed finishes, veneer) across 12 product categories: Basic, Lacquer, Decorative, Foil, Diploma, Natural, Veneer, Fillet, Stretcher, Floater, Colour, Barnwood.
• Playa A premium destination that combines the thrilling sport of pickleball with the laid-back luxury of a Tulum-inspired lifestyle.
• Pump Fitness Malaysia's fastest-growing fitness brand, providing high-energy training environments and innovative wellness experiences.
• MiMone A beacon of modern wellness blending natural skincare with luxurious treatments like Hydrogen Healing and Halotherapy.
• Soma Sanctuary A sanctuary designed to nurture the body and soothe the mind, where balance is restored through calm and inner stillness.

Quantifiable outcome

• Over 90% export ratio for wooden picture frame moulding to premium international markets
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves10 records

Expansion highlights4 records

Direct peers

• Marrybrown Sdn Bhd: Malaysian homegrown QSR brand with regional and international franchise presence. Comparable because it operates a single dominant brand across Malaysian dine-in and delivery channels, mirroring how Hextar's individual F&B concepts (e.g., ANR, KopiHut) target mass-market Malaysian consumers.
• QSR Brands (M) Holdings Bhd: Bursa Malaysia-listed operator of KFC, Pizza Hut and other QSR brands in Malaysia. Direct comparable as a Malaysian multi-brand restaurant operator with franchise relationships, owned retail footprint, and listed-entity governance similar to Hextar's F&B segment.
• OldTown White Coffee: Malaysian kopitiam-style F&B operator with outlets across Malaysia and overseas. Directly comparable as a heritage Malaysian F&B concept with dine-in retail presence, mirroring Hextar's KopiHut kopitiam positioning.
• Fitness First Malaysia: Major fitness chain operator in Malaysia offering premium gym memberships. Directly comparable to Hextar's Pump fitness brand as a premium, multi-outlet fitness concept targeting urban Malaysian consumers with recurring memberships.
• Crescent Cardboard Company: Long-standing US manufacturer of picture frame mouldings and mat boards. Direct peer because it competes in the same frame moulding category, sells to framing retailers and artists, and combines traditional wood finishes with sustainable sourcing commitments similar to Hextar's FSC-certified line.
• Loob Holding (Tealive): Owner of Malaysia's Tealive beverage brand with aggressive outlet expansion and franchising. Comparable as a Malaysian-born F&B brand scaling through owned retail and franchise model, similar to how Hextar's TamJai, GoPizza and Zok concepts are being rolled out via owned stores with future franchise optionality.
• Roma Moulding: US-based manufacturer of picture frame mouldings serving framing shops, galleries and retailers globally. Directly comparable as a wholesale frame moulding producer with multi-category finish capabilities and international export orientation.

Regional players

• Secret Recipe Cakes & Café Sdn Bhd: Malaysian-origin casual dining chain operating across ASEAN. Comparable as a Malaysian F&B multi-format operator, though focused more on café/dessert categories that intersect with Hextar's Pop! and VCR concepts rather than directly competing on cuisine.

Emerging players

• Barre No. 3: Malaysian boutique fitness and wellness studio brand. Comparable as an emerging premium wellness/lifestyle concept competing in the same experiential fitness niche as Hextar's Pump and intersecting with the MiMone/Soma wellness segment.

Broad incumbents

• Larson-Juhl (Nielsen Bainbridge): Global incumbent supplying picture frame mouldings, mat boards, and broader framing solutions through distribution networks. Comparable because it operates upstream in the same frame moulding supply chain that Hextar's WPFM business serves, but at a much larger scale and broader product portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hextar-retail-berhad-formerly-known-as-classic-scenic-berhad
• Facebookfacebook.com/hextarretail

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hextar Retail Berhad (formerly known as Classic Scenic Berhad)