An artist’s impression of Choice La Promenade.

KUCHING: Hock Seng Lee (HSL) announced that Choice — Kuching’s long-established and local favourite supermarket chain — will be one of the first anchor tenants to open at La Promenade Mall in Kota Samarahan.

The supermarket will occupy a space of 9,774sqft on the ground floor and will open around New Year.

“We’re excited to introduce Choice to La Promenade. This collaboration took over a year to finalise. Both parties have gone through extensive brainstorming and negotiating — from brand values to layout and pricing strategies,” HSL executive director Tony Yu said.

“La Promenade is HSL’s flagship property development and Choice will be opening a great new outlet here. The coming together of La Promenade and Choice represents our collective best practices and desire to innovate cooperatively.”

Choice’s chief executive Dr Allan Hon said the new outlet will meet the grocery needs of La Promenade’s residents, HSL staff and Kuching-Samarahan Expressway commuters by delivering the freshest range of products.

“We are committed to deliver and carry a wide range of daily essentials and signature imported products. We’re a service-oriented brand. It’s important to listen to the community and pay attention to their needs — so we can create a supermarket that is relevant, affordable and modern. We want to be part of Kota Samarahan’s present and future ambition,” Dr Allan said.

La Promenade Mall is a three-storey community space, which is part of the 10-storey Green Building Index certified HSL Tower.

The new Choice outlet will feature a new contemporary design. It will prioritise fresh produce, leafy greens, imported meats and freshly-baked breads.

Australia-based BHO Interiors is the designer of this new outlet. Fitting in with the times, there will be a personal care section and a combination of serviced and self-checkout counters.

La Promenade Mall is one of three components within the 10-storey HSL Tower. The mall occupies levels one to three; a fourth floor comprises office suites for lease, while the construction specialist’s new HQ is on levels five to 10.

HSL Tower is the first privately built Green Building Index certified office in East Malaysia.

As part of its corporate social responsibility, HSL is partnering up with several charities, offering financial aid, spaces for workshops and storefronts. Hope Place, Kuching Autistic Association, Sarawak Society for the Deaf, Sarawak Cheshire Home and Sarawak Social Welfare Council are among the beneficiaries.

Early tenants like Choice Supermarket Group enjoy planning flexibility. HSL leasing manager Trish Lui said Choice benefited from the kind of additional space customisation usually not possible once malls are fully operational.

“Choice’s location within the mall capitalises on the ground floor’s food-and-beverage businesses. Choice faces a row of eateries and coffee bars. The supermarket is near lifts to the underground carpark and ground level ramps,” Lui said.

La Promenade Mall is a lease-only development. This allows HSL to control and optimise tenancy mix. Aspects from operating hours to restaurant type can be fine-tuned and adapted to suit circumstances.

The new Choice Supermarket joins the mall just as HSL has completed Precinct Luxe, the second phase of gated homes within the 200-acre development. Phase one, Precinct Premiere, is fully sold out, while phase three, Precinct Grande, is under construction.

For more information, visit hsl.com.my and lapromenademall.com.my.