• The Society Pass, a US-incorporated technology firm is now the new owner of the Leflair brand and the domain www.leflair.com.
  • The new Leflair will officially relaunch in Vietnam in 3Q 2021 and will target other Southeast Asia markets in 2022.
  • A new management team from Society Pass will be in charge of the new Leflair’s operation to ensure sustainable long-term growth and future expansion plan.

Ho Chi Minh City, June 2021 – Society Passa US-incorporated technology firm announced today that it has acquired the Leflair brand and aimed to reboot the platform www.leflair.com to market in 3Q 2021. Incorporated in 2018, Society Pass acquires consumer-oriented e-commerce businesses and connects hundreds of thousands of registered customers with thousands of registered merchants in Southeast Asia and South Asia. Through its multiple acquisitions, Society Pass aims to build the biggest ecosystem for data aggregation, customer rewards and loyalty points across the two regions. Two of Society Pass’s platforms in Vietnam include – SoPa (sopa.asia) – an F&B online ordering and loyalty platform and #HOTTAB (www.hottab.net) – a POS service provider specializing in payment infrastructure, loyalty management and joint marketing programs for merchants.

With a strong expertise in proprietary technology and a dedicated technology team based in India, Society Pass creates values for merchants by providing deep insights into customer behaviors and personalized marketing tools for customer acquistion and retention. On the other hand, consumers can enjoy the best deals of services and products in multiple verticals from F&B to Lifestyle via the platforms owned by Society Pass. Since inception, Society Pass has onboarded more than 5,500 registered merchants. In addition, more than 100,000 consumers have transacted on its platforms.

Society Pass purchased the Leflair trademark and other intellectual property assets from its company based in Hong Kong. With this move, Society Pass aims to relaunch the Leflair brand to continue serving the ever-rising demand for branded shopping online in Vietnam and the region. As part of the Society Pass’s ecosystem, consumers can enjoy further shopping benefits when shopping on the new Leflair platform with the best deals from global lifestyle brands with guanrateed authencity and best-in-class customer service.

Mr. Ray Liang, Society Pass COO, commented:

“We acquired Leflair with a strong belief in the core values this brand has built over the past 5 years in Vietnam and continues to carry. By reviving the brand and relaunch the platform www.leflair.com, we address rising demand for branded shopping and provide consumers with a trusted platform to shop for their most favorite lifestyle brands. In addition, we are eager to partner and work with top suppliers in the market and provide them with a comprehensive solution to liquidate old stocks, manage customer analytics and build loyalty via the Society Pass’s ecosystem.” 

Ray Liang, Society pass coo

Since its inception in 2015, Leflair was growing at an impressive growth rate and quickly became a trusted brand name not only in Vietnam but also in the region. After three successful rounds of fund-raising with the total amount up to 12 million USD, Leflair was ranked among the Top 5 biggest e-commerce platforms in Vietnam and considered among the most potential startups in Southeast Asia. “By becoming the new owner of the Leflair brand, we are committed to revive the love and trust among Vietnamese consumers by providing consistently good products and reliable customer services. Along with the backend integration to connect Leflair platform to Society Pass’s infrastructure, we also bring in a new management team to ensure sustainable growth in the future.”  Mr. Liang shared.

Along with the ownership transfer, Society Pass announces the relaunch of the website www.leflair.com in 3Q 2021. The new website will be operated in a new system, opertaional flow and corporate governance designed by the Society Pass’s team. Necessary adjustments have been made to ensure the benefits of suppliers and customers, as well as provding sustainble future growth for the platform. By being a part of Society Pass’s ecosystem, Leflair is set to come back much stronger with more sustainability and heating up the fast-growing e-commerce market in Vietnam and the region.

For more information, please check out our website: www.thesocietypass.com / www.leflair.com


Media Contact:

Public Relations Representative

Ms. Hà Nguyễn – 0903 988579

[email protected]


About  Society Pass

Society Pass’ customer loyalty and analytics platform has on boarded hundreds of thousands of registered consumer. Society Pass provides merchants with SoPa.asia – an online commerce platform for users, alongside with #HOTTAB Biz – a convenient order management app for business partners on SoPa.asia, and #HOTTAB POS – a specialized POS technology solution, a comprehensive system for payment, loyal customer management, user’s profile analytics, and convenient financial support packages for small and medium-sized enterprises. All tools offered above will allow businesses to attract and retain customers through personalized interaction based on analytics with a high profit margin.

For more information, please check out: http://thesocietypass.com/.

About Leflair

Leflair was an online premium outlet for Fashion & Beauty products. Launched on December 2015, Leflair had been selling more than 2,500 brands and once served more than half a million products across the country to dozens of thousands of customers. Following the flash-sales model that is proven to be successful in Europe (Vente-privee.com) and China (vip.com), Leflair offers a wide range of branded merchandise from Fashion, Beauty and Home worldwide to the Vietnamese consumers at an attractive price. From 2015 to 2019, Leflair was growing at an impressive rate with gross merchandise value growing on average more than 100% year-on-year and the highest average basket size throughout Vietnam.

For more information, please check out : www.leflair.com.

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