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PETALING JAYA (May 6): Imperio Group has opened The Tenz Emporium in Alor Setar, with Cold Storage — operated by GCH Retail (Malaysia) Sdn Bhd — as its anchor tenant and the premium grocer's first outlet in Kedah, signalling growing retailer interest in secondary cities beyond the Klang Valley and Penang.
In its press statement it said, the launch was officiated by Alor Setar Mayor Datuk Abdul Gafar Yahya, GCH Retail (Malaysia) Sdn Bhd CEO Cheah Yong Hock, and Imperio Group CEO Lee Woei Nen.
Speaking at the opening, Abdul Gafar described Alor Setar as a city that is ready, not merely waiting. "The presence of outlets such as Cold Storage at The Tenz Emporium proves that the people of Alor Setar have aspirations, capabilities, and a level of competitiveness comparable to those of any city in Malaysia," he noted.
He added that the city council has introduced the NADI (New Approval for Development Initiative), which has fast-tracked development approvals from 99 days down to 27 days to improve its investment readiness.
The Tenz Emporium is the first visible component of The Tenz, a joint development between Imperio Group and Aman Setia Group built on the former Tai Kuan cinema site in Simpang Kuala. The project takes a "market-making" approach, transforming a heritage landmark into a mixed-use, walkable community hub.
Curating an ecosystem
Lee said the opening of Cold Storage marks the beginning of a broader ecosystem play. "Reintroducing Tai Kuan as The Tenz Emporium is about giving a familiar landmark a new purpose. Securing Kedah's first-ever Cold Storage is the definitive proof point that we deliver on our promises to attract premium brands and elevate Alor Setar's commercial profile," he added.
"We don't just build properties; we curate ecosystems that drive a city's economic gravity."
Tier-1 retail for the north
For GCH Retail, the decision to open its first Kedah outlet at The Tenz Emporium reflects confidence in Alor Setar's evolving urban market. Cheah said: "We see strong potential in Alor Setar and a growing demand for quality and convenience.
“Today, we aren't just opening another supermarket; we are bringing a world-class shopping experience to the northern region," Cheah added.
The store is designed to serve The Tenz's integrated ecosystem — including the upcoming Vivre Residence and Ibis Styles Hotel — as well as the broader Simpang Kuala neighbourhood, providing accessible premium retail infrastructure to existing residents.
The development is planned as a connected, pedestrian-friendly environment, with each phase reinforcing the overall commercial viability of the project.
With Cold Storage now operational, Imperio Group will turn its focus to the remaining phases of the development, including the launch of Vivre Residence and the opening of Ibis Styles Hotel.
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