Le Quartier Français

Kuala Lumpur

Here's a little story.

A little over ten years ago, Rocket Internet was everywhere in the startup world. Its model was simple: take proven online businesses into new markets, build local teams and move fast.

FYI

Lazada. Zalora. foodpanda. Jumia.

You know the brands, even if you don't know Rocket.

The Rocket model

Take what already works.
Build locally.
Execute quickly.
Scale.

What we learned

One co-founder worked at Rocket. It hired people from Goldman Sachs and McKinsey into industries they barely knew. Fresh eyes helped, but so did listening to experts.

Our small experiment

Borrow the speed.
Raise the bar.

We're trying that spirit in retail and F&B, on a much smaller scale. A great product is only the start: store, brand, service and experience matter from day one. The target is something even established markets might learn from.

The house

One house.
Two brands. More coming.

Le Quartier Français is the holding behind Fromage and BEURRE. One founding team, shared supply lines, shared standards. We open premium concepts in Kuala Lumpur and run them properly.

Apr 2026
First boutique, Bangsar
4 titles
Press in month one
Dec 2026
Second address, Sunway 163
2 brands
Retail and F&B
The projects
The Fromage boutique at Bangsar Shopping Centre: an island counter under opal globe pendants, with the FROMAGE sign behind
MAISON DE FROMAGE

FROMAGE

Malaysia's first curated French cheese boutique. The codes of a Parisian fromagerie, in Kuala Lumpur: island counter, black-glove service, every piece cut to order. The great French AOP names, plus charcuterie, épicerie fine and boards. Delivery across the Klang Valley, and Fromage Pro for hotels, restaurants and gifting.

Bangsar Shopping Centre since April 2026 · Sunway 163 from December 2026

fromage.my
A closed artisan demi-baguette
LE SANDWICH PARISIEN

BEURRE

A Parisian sandwich atelier, the first in Malaysia. Bread, butter, charcuterie, cheese: four things, zero compromise, made in front of you. Not a side project. A new way to eat lunch in KL.

Sunway 163, Mont Kiara · LG1-18 · Opening December 2026

eatbeurre.my

Next

A third concept is in the works. Same team, same playbook. Announced when it's ready.

As seen in
The Star The Edge Malaysia L'Officiel Tatler Asia
The founders
Amine Chekali
Co-founder & CEO

Rocket Internet country manager, then sales leadership through three acquisitions: iPrice, Glovo and Shipup. Ten years of market entry across Southeast Asia, Europe and the Middle East. Leads brand, growth and the conversations with partners and investors.

Melik Belhadi
Co-founder & COO

Fifteen years in private wealth management in Paris and Geneva, at Société Générale and Planifique, running portfolios of over twenty million. Owns the operation end to end: sourcing, cold chain, standards and the training behind the counter.

Investors, partners, buyers

Building with us?
Let's talk.

We're growing a house of consumer brands in Southeast Asia. Investors, landlords with the right location, supply and hospitality partners, and buyers who want a brand that already works: write to us.

Investment, partnerships, pressAmine ChekaliFirst conversation, deck and numbers.
Supply, operations, standardsMelik BelhadiProducers, logistics, service and training.
If this sounds like you

It might be for you.

The kind of challenge we would love to share.

We're hiring. Write to us.