KUALA LUMPUR, Malaysia – Grocery shopping traditionally follows the clock. Supermarkets open in the morning, shoppers arrive throughout the day, and operations wind down at night.

ST Rosyam Mart built its proposition around a different idea: what if wholesale shopping never had to close?

The Malaysian wholesale and retail chain has been officially recognised by Asia Record as the “Fastest Growing 24-Hour Wholesale Hypermarket Chain in 2025,” highlighting the expansion of a retail concept combining round-the-clock accessibility, wholesale pricing and an increasingly experience-driven approach to grocery shopping.

Led by Dato’ Raymond Ho Cheng Hann, Group CEO and Managing Director of Sri Ternak Group, ST Rosyam Mart has grown from its first outlet in Setiawangsa into a recognisable Malaysian retail name serving households and businesses.

From Wholesale Roots to ST Rosyam Mart

ST Rosyam Mart did not emerge overnight.

Its roots can be traced to the wider Sri Ternak business, whose official history dates back to 1990. In 1996, the group established its first wholesale retail market under Jimpari Enterprise before introducing Sri Ternak Food Mart in Selayang in 2003.

The group subsequently developed its round-the-clock retail model, opening a 24-hour wholesale retail market in Seri Kembangan in 2013.

A major turning point came in 2018, when the first ST Rosyam Mart opened in Setiawangsa, Kuala Lumpur as a modern 24-hour wholesale and retail supermarket.

From there, the concept expanded.

New locations followed in Shah Alam, Sungai Buloh, Taman Ehsan, Semenyih and Senawang, with Senawang becoming the brand’s first location outside the Klang Valley.

By 2025, ST Rosyam Mart was entering another stage of growth.

Recognised by Asia Record

ST Rosyam Mart’s expansion and distinctive operating model resulted in its official recognition by Asia Record as the “Fastest Growing 24-Hour Wholesale Hypermarket Chain in 2025.”

The recognition reflects the development of a concept built around three straightforward consumer priorities: saving money, saving time and having access to everyday necessities whenever they are needed.

It also represents the collective work behind a retail chain operating around the clock. Unlike a conventional business that resets overnight, a 24-hour hypermarket requires continuous coordination across inventory, logistics, fresh food, staffing, security, maintenance and customer service.

Commenting on the recognition, Dato’ Raymond Ho Cheng Hann, Group CEO and Managing Director of Sri Ternak Group, said:

“We are honoured to be recognised by Asia Record as the fastest growing 24-hour wholesale hypermarket chain. This achievement reflects our dedication to providing convenience and value to our customers. We will continue to expand and enhance our services to meet evolving market demands.”

Why 24-Hour Retail Matters

Malaysia is no longer a society where everyone shops between nine and five.

Factories operate around shifts. Hospitals never close. Security personnel work overnight. Restaurants and food businesses prepare before sunrise. Ride-hailing drivers, delivery workers and other service providers operate at unconventional hours.

Even ordinary families increasingly live according to different schedules.

A supermarket that operates 24 hours therefore does more than extend its opening hours. It removes time as a restriction on the customer.

Someone finishing work at midnight can buy groceries.

A restaurant operator can replenish supplies early in the morning.

A family preparing for an unexpected gathering does not necessarily need to wait until the following day.

Convenience becomes particularly powerful when combined with the wholesale element of the business.

Wholesale Prices for More Than Wholesalers

Wholesale retail traditionally catered heavily to traders, restaurants and other businesses purchasing in larger quantities.

ST Rosyam Mart has helped make the concept more accessible to ordinary households.

Its stores combine fresh produce, meat, seafood, household necessities and grocery products with bulk purchasing options and wholesale-oriented pricing.

That allows different customer groups to use the same retail environment differently.

A restaurant owner may purchase ingredients in larger quantities. A family may shop for the week. A small business may replenish supplies. An individual customer may simply buy dinner ingredients.

This combination of B2B and B2C retail broadens the potential customer base and makes the stores relevant throughout different parts of the day.

2025 Marked a Significant Expansion

The year of the Asia Record recognition was also an important year in ST Rosyam Mart’s physical expansion.

In March 2025, the group officially opened its eighth ST Rosyam Mart together with the first ST Rosyam Mall at Jalan Kebun, Klang.

The new development represented a step beyond the conventional wholesale supermarket model.

Situated on a site measuring approximately 114,000 square feet, the Jalan Kebun development brought grocery retail together with other commercial and leisure components under one destination.

At its opening, ST Rosyam Mart reported RM1.4 billion in sales for the previous year and announced a target of RM2 billion for 2025.

The development demonstrated the scale the business was beginning to pursue.

From Mart to Mall

The introduction of ST Rosyam Mall is particularly interesting because it shows how the concept is evolving.

A supermarket is normally somewhere customers visit because they need something.

A mall attempts to give people reasons to stay.

By bringing food, retail, services and leisure activities into the wider environment, ST Rosyam began moving from a purely transactional model towards an experience-driven one.

This reflects a wider challenge facing physical retailers.

E-commerce has made purchasing easier than ever. Consumers can order products without leaving home.

Physical retailers therefore need to offer advantages that cannot be completely reproduced through a screen.

Immediate access is one.

Fresh food selection is another.

Human service, discovery and physical experience provide others.

The Ninth Outlet Brought the Concept Into Central Kuala Lumpur

ST Rosyam Mart’s expansion continued in December 2025 with the opening of its ninth outlet at Jakel Square in Kuala Lumpur, becoming the chain’s second location in the capital.

The outlet covers more than 40,000 square feet and carries more than 40,000 product selections, spanning fresh vegetables and fruit, meat, poultry, groceries, household necessities and bulk items.

The Jakel Square location also introduced a “Malaysian Selection” area showcasing locally made snacks, beverages and souvenirs.

That addition gives the city-centre outlet another role.

It is designed not only for residents and businesses but also for tourists looking for Malaysian products in one accessible location.

This is a useful example of localisation within retail expansion. A chain can maintain its core proposition while adjusting individual outlets to suit the customers surrounding them.

Convenience Goes Beyond Opening Hours

Operating 24 hours is only one form of convenience.

Modern consumers increasingly judge retailers across the entire shopping journey.

How easy is parking?

Can customers find products quickly?

How long are checkout queues?

Can purchases be made online?

Can customers collect orders without entering the store?

What happens when shoppers need assistance?

ST Rosyam Mart has expanded its concept around these practical details.

Its Jalan Kebun development introduced a 24-hour drive-through order pickup service, allowing customers who purchase online to collect their orders without completing a conventional supermarket trip.

The location has also promoted numerous complimentary customer services intended to make everyday visits easier.

These may appear to be small additions individually, but retail experiences are often shaped by small inconveniences.

Removing them can become a competitive advantage.

Fresh Food Remains at the Heart of the Business

Despite all the innovation surrounding retail formats, supermarkets ultimately succeed or fail on the fundamentals.

Customers still expect fresh produce.

They expect meat and seafood to be handled properly.

They expect shelves to be stocked.

They expect competitive prices.

And they expect essential products to be available when they need them.

ST Rosyam Mart’s positioning continues to place significant emphasis on fresh produce, halal products, meat and everyday household necessities.

This is important because innovation in retail should improve the core shopping experience rather than distract from it.

Customers may appreciate a sophisticated store environment, but they return because the products they need are available at prices they consider worthwhile.

Scale Creates a Logistics Challenge

Rapid retail expansion looks impressive from the outside.

Behind the scenes, it creates complexity.

Every new outlet needs inventory.

Fresh products have limited shelf lives.

Demand varies between locations.

Suppliers need to deliver consistently.

Cold chains need to be maintained.

Thousands of products need to reach shelves at the right time.

A 24-hour model adds another layer because there is no conventional overnight shutdown during which the entire store simply stops serving customers.

As a retail chain expands, logistics therefore becomes increasingly important.

The ability to open stores is only the beginning. The real test is whether the organisation can supply and operate them consistently after they open.

Value Matters More When Consumers Feel Financial Pressure

Price has always mattered in grocery retail, but it becomes especially important when household budgets are under pressure.

Unlike discretionary purchases, groceries cannot simply disappear from monthly spending.

Families still need rice, vegetables, meat, beverages, toiletries and household products.

Consumers therefore become more sensitive to where they shop and how far their money goes.

This helps explain the appeal of combining a wholesale proposition with a modern retail environment.

ST Rosyam Mart’s message is not that customers need to sacrifice comfort to obtain value. The brand increasingly attempts to provide both.

That positioning could become increasingly relevant as Malaysian retailers compete not simply on price, but on the relationship between price, convenience, assortment and experience.

Serving Businesses as Well as Families

The wholesale component also gives ST Rosyam Mart another important customer group: entrepreneurs.

Restaurants, caterers, food stalls, cafés and other small businesses depend heavily on reliable access to ingredients and supplies.

For them, grocery purchasing is not merely household spending. It directly affects business margins.

A difference in ingredient costs can influence profitability.

Availability can affect whether menu items can be sold.

Opening hours can influence when operators are able to replenish stock.

A 24-hour wholesale environment can therefore become part of the infrastructure supporting other small businesses.

This gives the retailer a role beyond conventional consumer grocery shopping.

A Malaysian Retail Identity

ST Rosyam Mart also has something that many supermarket businesses struggle to manufacture: a recognisable local identity.

The name itself combines the established wholesale experience of Sri Ternak with the public profile of Datuk Rosyam Nor, one of Malaysia’s familiar entertainment personalities and a director of ST Rosyam Mart.

But celebrity visibility alone cannot sustain a supermarket.

Customers may initially notice a name, but repeat visits depend on price, product availability, service and convenience.

The brand’s continued expansion suggests the importance of converting public recognition into a functioning retail proposition.

That is the difference between celebrity endorsement and building a consumer business.

Expansion Needs to Preserve Consistency

Rapid growth creates opportunity, but it also creates risk.

The more locations a retailer opens, the harder it becomes to ensure customers receive a consistent experience.

Prices need to remain competitive.

Stores need to stay clean.

Employees need training.

Products need to be available.

Fresh-food quality needs to be maintained.

Customer service needs to remain responsive.

For ST Rosyam Mart, this will become increasingly important as the chain expands beyond its established markets.

The business has already indicated ambitions to enter additional locations including Melaka and Johor, alongside further expansion towards Malaysia’s East and West Coast regions.

Growth creates visibility.

Consistency turns that visibility into trust.

Retail Is Ultimately About Removing Friction

The most successful retail innovations are not always technologically complicated.

Sometimes they simply make shopping easier.

Open when the customer needs you.

Keep the products they want.

Offer prices they understand.

Make the store easy to navigate.

Reduce waiting.

Provide convenient collection.

Solve small problems before customers need to ask.

ST Rosyam Mart’s 24-hour wholesale model is built around many of these fundamentals.

That may be one reason the concept has been able to expand from a single ST Rosyam Mart in 2018 into a growing chain.

Continuing the ST Rosyam Mart Journey

ST Rosyam Mart’s recognition by Asia Record as the “Fastest Growing 24-Hour Wholesale Hypermarket Chain in 2025” marks an important stage in the development of a Malaysian retail concept that began with wholesale roots and evolved into a round-the-clock modern shopping format.

The opening of the Jalan Kebun development and subsequent Jakel Square outlet during 2025 demonstrated how the brand continues to experiment with scale, location and customer experience while retaining its fundamental proposition around affordability and accessibility.

The next challenge will be turning rapid expansion into sustainable long-term growth.

New outlets can extend a brand’s reach, but lasting retail success comes from giving customers a reason to return week after week.

For ST Rosyam Mart, that proposition remains straightforward:

value when customers need it, with a store that never closes.

More information about ST Rosyam Mart and the wider group can be found through the official Sri Ternak Group website.

For more information about this recognition and other remarkable achievements across Asia, visit AsiaRecord.com.

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