Montigo has quickly become a standout name in the consumer products market, known for its innovative drinkware that blends functionality with personal expression. Now, the brand is turning its focus toward global expansion, and leading the charge is Melvin Chee, Founder and CEO of Montigo.
In this interview, Melvin shares his journey from Montigo’s lean startup days to becoming a rapidly scaling business. Drawing on his deep understanding of market trends, he reveals how the company is approaching international franchising, focusing on key markets and strategic growth.
From overcoming the challenges of standing out in a competitive industry to emphasizing personalization, Melvin offers a glimpse into Montigo’s success strategy and the exciting future ahead for franchisees ready to join this dynamic brand. Read on to find out why Montigo is poised for international success and what makes its approach to franchising truly unique.
How long have you been in your current position and what are your key responsibilities?
As the founder and CEO of Montigo, my primary responsibilities include setting the company’s strategic direction, cultivating key partnerships, and driving market expansion. A key aspect of this role is leading the team ensuring constant innnovation and brand-building, ensuring that Montigo’s offerings not only address the practical needs of consumers but also align with contemporary trends in customization and functionality.
Overall, how long have you been involved in franchising?
Montigo began its expansion into overseas market by establishing a distribution with a company in Indonesia.
What do you like most about your job?
The most exciting aspect of the role is the constant drive to create and innovate. The internet, as a vast and transparent space, provides a unique opportunity to build brands that solve real problems and reach a global audience. By identifying consumer needs and crafting products that resonate across diverse markets, we were able to build Montigo in a way that not only addresses real issues but also creates meaningful connections with people locally and globally.
What is the most challenging aspect of your job?
One of the biggest challenges has been navigating the transition from a lean startup to a rapidly scaling business. In the early days, the company had to be extremely resourceful, but as it expanded into new markets and scaled its operations, the challenge shifted to maintaining the quality and authenticity of Montigo’s products while managing a growing team and a more complex supply chain. Adapting to different consumer behaviours also required constant innovation and a deep understanding of what makes Montigo unique, especially in an increasingly competitive market.
A significant challenge Montigo faced early on was standing out in a saturated consumer products market. With so many established players, carving out a unique space as a newcomer was no easy feat. However, we turned this challenge into an opportunity by prioritising product innovation and delivering an exceptional customer experience. We recognized that to truly differentiate ourselves, we needed to offer more than what competitors were providing — and that’s when we doubled down on personalisation. Leveraging data analytics was also crucial to overcoming this hurdle. By analysing customer behavior and continuously refining our products, we gained deeper insights into their needs, allowing us to deliver solutions that were not only more relevant but also more tailored to individual preferences.
What is it like to work with franchisees from different countries and cultures?
Working with distributors in different countries and cultures is an incredibly dynamic and rewarding experience. Of course, it requires careful navigation of different business practices and communication styles, but it is truly exciting to witness the brand grow and take root in new territories, and to see how people from different backgrounds come to embrace Montigo, integrating it into their daily lives as a means of self-expression and a reflection of their personal identity and lifestyle.
What is the main reason you are considering international franchising?
Montigo’s entry into third-party distribution was driven by strong market interest in our brand. We determined that a distributorship strategy would provide the most efficient pathway to global expansion, enabling us to reach a wider audience and further establish Montigo as a leading drinkware brand.
What is unique or special about your brand’s products and services?
Montigo differentiates itself from competitors by prioritising a customer-centric brandbuilding omnichannel strategy with focus on personalisation, customisation, and experiential retail. Acknowledging the importance of both retail and online presence, Montigo prioritises authentic brand engagement to connect with consumers who value self-expression and authenticity. Today’s consumers seek brands that reflect their personal values, and Montigo’s tumblers serve not only as functional hydration solutions but also as expressions of individual identity and lifestyle.
Why do you think you will be successful internationally?
The strategy for international success is based on the philosophy of being ‘everytime, everywhere.’ We are looking for partners who align with our approach to expansion, which includes a strong online presence, followed by strategic retail launches, ensuring that we build a brand that feels local in every market we enter. As we continue to grow and scale Montigo globally, we’re not just relying on sales channels but are also investing in even greater marketing campaigns and influencer partnerships to expand our reach. Establishing deep connections with consumers through personalised and authentic offerings positions us for long-term international success.
What are the priority countries/territories you are looking to develop?
We are looking to further expand Montigo’s presence across much of Asia and the Middle East. We are focusing on key markets in these regions, prioritising countries with high growth potential and a strong demand for high quality premium affordable drinkware.
Why have you identified these countries and/territories as a top priority?
The dynamic economies of Asia and the Middle Eastern countries are seeing increased penetration and expansion of international brands. Alongside are significant growth in the middle class and rising disposable incomes, which are driving a growing demand for premium yet affordable lifestyle products.
What are the main qualifications and capabilities you are looking for in a master franchisee or area developer?
We seek distributors who are more than just business partners; we seek those who share our omnichannel brand-building philosophy. We prioritise collaborations with those who resonate with and champion our core vision and mission.
Still, success as a Montigo distributor requires a comprehensive skill set. Our partners should demonstrate proven capabilities across both physical retail and online channels, brand-building, as well as a deep understanding of the local market.
Where and how did the idea of Montigo come from?
When the world was impacted by the pandemic, we decided to take a look at the trending categories on Amazon during that period to scout the next emerging product category. It was at this point that Montigo was created. The brand was born from a simple desire to create drinkware that reflects the individuality and lifestyle of its users, without compromising on quality and practicality.
What are your top markets and which do you operate mainly out of?
We used to operate in more than 30 markets, including the US, Canada, and Australia. Southeast Asia used to rank third or fourth among Montigo’s markets in terms of revenue. Nevertheless, we have made a deliberate decision to prioritise our expertise, focus on Malaysia, Singapore, and the UAE which has enabled us to concentrate on what we know best and deliver exceptional value in these core regions.
What trends do you see in the market and how do you think Montigo aligns to them?
One of the biggest challenges has been navigating the transition from a lean startup to a rapidly scaling business. In the early days, the company had to be extremely resourceful, but as it expanded into new markets and scaled its operations, the challenge shifted to maintaining the quality and authenticity of Montigo’s products while managing a growing team and a more complex supply chain. Adapting to different consumer behaviours also required constant innovation and a deep understanding of what makes Montigo unique, especially in an increasingly competitive market.
A significant challenge Montigo faced early on was standing out in a saturated consumer products market. With so many established players, carving out a unique space as a newcomer was no easy feat. However, we turned this challenge into an opportunity by prioritising product innovation and delivering an exceptional customer experience. We recognized that to truly differentiate ourselves, we needed to offer more than what competitors were providing — and that’s when we doubled down on personalisation. Leveraging data analytics was also crucial to overcoming this hurdle. By analysing customer behavior and continuously refining our products, we gained deeper insights into their needs, allowing us to deliver solutions that were not only more relevant but also more tailored to individual preferences.
Any additional information you would like to share about your brand and your international expansion plans?
I believe we are very clear about where we’re headed. We have reached over 40 stores and aim to achieve our 100th in the next 12 to 18 months. Today, we don’t just exist in online and offline retail, but also in third-party distribution and corporate sales. This is only the beginning of what we aim to do. Over the next five years, I see Montigo becoming a cornerstone in a growing ecosystem of consumer brands.
Montigo will be a globally recognised brand in customisable consumer products, with a robust presence across multiple regions. We will continue refining our product offerings, emphasising innovation and quality, and expanding our reach through additional channels. Above all, we are building towards a future where Montigo products are available in every household.
Anything else that you’d like to add?
Montigo’s mission extends beyond providing drinkware; we aim to create lifestyle solutions that connect individuals through superior product design, functionality, and aesthetic appeal. We seek to collaborate with partners who share our passion for elevating daily routines and our commitment to long-term brand development. Our expansion strategy is driven by the desire to share the Montigo vision with a broader audience, while upholding the integrity and excellence that are core to our identity. We anticipate a future marked by collaboration, growth, and mutual success.
To know more about Montigo, click https://worldfranchisecentre.com/franchise/montigo/
