Imperio Group Brings Kedah’s First Cold Storage to Alor Setar with Launch of The Tenz Emporium

PETALING JAYA (May 6): Imperio Group has officially launched The Tenz Emporium in Alor Setar, marking a significant milestone for Kedah’s retail and property landscape with the opening of the state’s first Cold Storage outlet.

Operated by GCH Retail Malaysia, the premium supermarket anchors the mixed-use development and signals increasing confidence among major retailers in secondary cities beyond the Klang Valley and Penang.

The opening ceremony was officiated by Abdul Gafar Yahya, alongside Cheah Yong Hock and Lee Woei Nen.

Speaking at the launch, Abdul Gafar said Alor Setar is no longer a city waiting for opportunities but one that is ready for growth and investment. He noted that the arrival of premium brands such as Cold Storage demonstrates the rising aspirations and purchasing power of local residents, positioning Alor Setar on par with larger urban centres in Malaysia.

He also highlighted the city council’s NADI (New Approval for Development Initiative), which has successfully reduced development approval timelines from 99 days to just 27 days, improving the city’s attractiveness to investors and developers.

The Tenz Emporium is the first completed component of The Tenz, a joint venture between Imperio Group and Aman Setia Group located on the former Tai Kuan cinema site in Simpang Kuala. The project adopts a market-making strategy that transforms a heritage landmark into a modern, integrated and walkable lifestyle destination.

Lee said the redevelopment goes beyond preserving a familiar location, adding that the project is designed to reshape Alor Setar’s commercial ecosystem. According to him, securing Kedah’s first Cold Storage validates the group’s ability to attract premium brands and elevate the city’s retail profile.

He added that Imperio Group’s strategy is not limited to property development alone, but focuses on curating integrated ecosystems capable of strengthening a city’s economic activity and long-term growth potential.

For GCH Retail, the expansion into Alor Setar reflects growing confidence in the city’s evolving urban demographic and demand for higher-quality retail experiences. Cheah said the company sees strong potential in the northern market and aims to introduce a world-class grocery shopping experience to residents in Kedah.

The Cold Storage outlet is designed to support the wider integrated ecosystem within The Tenz development, which will also include the upcoming Vivre Residence and Ibis Styles Hotel. At the same time, the retail component is expected to serve surrounding communities in Simpang Kuala by improving access to premium retail offerings.

The overall masterplan emphasises a connected and pedestrian-friendly environment, with each phase intended to strengthen the long-term commercial sustainability of the development.

What I Learned from This Development

The launch of The Tenz Emporium reflects how secondary cities like Alor Setar are increasingly attracting premium retailers and integrated mixed-use developments once concentrated mainly in larger urban markets.

Several important trends stand out from this project:

• Premium retail brands are beginning to see untapped demand in regional cities with rising middle-income populations.
• Fast-tracked approval systems such as Alor Setar’s NADI initiative can significantly improve investor confidence and accelerate urban transformation.
• Developers are shifting from standalone projects to ecosystem-driven developments that combine retail, hospitality and residential components.
• Adaptive reuse of heritage sites, such as the former Tai Kuan cinema, can help preserve local identity while creating new commercial value.
• Integrated and walkable developments are becoming increasingly important in shaping modern urban lifestyles outside major metropolitan areas.

With Cold Storage now operational, Imperio Group is expected to focus on the next phases of The Tenz development, including the launch of Vivre Residence and the opening of the Ibis Styles Hotel, further strengthening Alor Setar’s position as an emerging northern growth hub.