Malaysian modest fashion label Siti Khadijah is handing its online orders to the DHL Fulfillment Network (DFN), as homegrown brands look for ways to keep up with shoppers who expect fast delivery and easy returns.
The partnership, announced in Kuala Lumpur on 10 November 2026, will see DHL Supply Chain Malaysia manage the brand’s e-commerce and omnichannel fulfilment, from the warehouse shelf to the customer’s doorstep in Malaysia, Singapore and Brunei.
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Why Siti Khadijah Is Turning to the DHL Fulfillment Network
Founded in 2009, Siti Khadijah has grown into one of the country’s most recognisable modest fashion names. It now runs 65 boutiques across Malaysia, Singapore and Indonesia, alongside an online business that has featured in festive campaigns such as Shopee’s Bazar Gaya Raya.
That online growth brings a familiar problem. Sales spike sharply around festive seasons, and handling those peaks in-house means investing in warehouses, systems and staff that sit underused for much of the year.
Mohammad Muzammil Aminuddin, Group Chief Risk and Governance Officer at Siti Khadijah Apparels Sdn Bhd, said the move lets the company grow without building everything itself.
“Our customers expect to find what they want online and have it arrive quickly. Working with DHL gives us a fulfilment operation that can scale with those peaks without us building it all ourselves. This frees our team to focus on design and enhance the overall customer experience,” he said.
The agreement was formalised at a signing ceremony on 7 October 2026 between Muzammil and Debarshi Mazumder, Senior Director of Business Development and Appointed Incoming Managing Director of DHL Supply Chain Malaysia.
5 Things DHL Will Handle for Siti Khadijah
Through the DHL Fulfillment Network, DHL Supply Chain Malaysia takes over the work of getting orders from the brand’s omnichannel platforms out the door. Its scope covers five areas:
- Warehousing: storing stock for online and omnichannel orders
- Inventory management: keeping stock levels accurate across sales channels
- Order processing: picking, packing and preparing each order for dispatch
- Last-mile delivery integration: linking every order to a delivery partner
- Returns management: handling items customers send back
How the DHL Fulfillment Network Works
The DHL Fulfillment Network puts warehousing, order management, delivery and returns on a single platform. The aim is to let brands grow locally or overseas without setting up their own fulfilment infrastructure.
Stock can be held closer to customers to shorten delivery times. Each order is then matched to a carrier from DFN’s last-mile network, based on the service level chosen.
Tracking runs through one system, whichever carrier or country an order passes through. Brands also get live dashboards on stock levels and order volumes via DHL’s MySupplyChain portal.
DFN has operated in Malaysia since 2024, combining fulfilment operations, digital integrations and data visibility within DHL’s wider logistics ecosystem. DHL sees the Siti Khadijah deal as a milestone in raising awareness of the service among Malaysian brands.
Malaysia’s E-Commerce Boom Raises the Bar
GlobalData forecasts that Malaysia’s e-commerce market will grow 9.4% to reach RM162 billion (about €35 billion) in 2026.
For local brands, that growth comes with pressure: faster delivery, sharper seasonal peaks and shoppers who now treat easy returns as standard. Logistics players are moving to meet the demand, with FedEx renewing its MoU with MATRADE to support SME exporters.
Mario Lorenz, Managing Director of DHL Supply Chain Malaysia, said many Malaysian brands are growing faster online than ever and reaching the point where their fulfilment cannot keep up.
“DFN gives them the same capabilities we run for global brands without the upfront investment. Siti Khadijah is a great example of a homegrown brand with real momentum, and we are proud to be supporting their next phase of growth,” he said.
For DHL, the deal is a high-profile local showcase of what the DHL Fulfillment Network can offer brands scaling up online.
About DHL
DHL is part of DHL Group, which employs around 400,000 people in more than 220 countries and territories and reported revenue of about €84.2 billion in 2024. Learn more at dhl.com.
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