February 2, 2023

Malaysian Airlines builds loyalty through lifestyle

Malaysia Airlines is evolving both its brand collaborations and loyalty programme incentives through a partnership with local fashion brand Kapten Batik.

The partnership see’s the airline’s loyalty programme, Enrich, offer a eco-friendly capsule collections of fashionwear and lifestyle pieces.

The limited-edition collection comprises six handcrafted apparel and accessories, including men’s and junior slim-fit shirts, women’s Egyptian dress, a lunch bag, a tote bag and a face mask, that provides style and comfort for any time of day.

The collection embraces sustainable elements, as the material is made from 100% Global Organic Textile Standard (GOTS) certified organic Cambric and is hand-dyed using natural colours. The collection continues a collaboration which began in March 2021 with a Kapten Batik face-mask.

Enrich members can earn 1 Enrich Point for every RM1 spent at Kapten Batik. Members can also redeem 4,000 Enrich Points for an RM50 Enrich x Kapten Batik voucher to purchase items. Members will also enjoy special discounts including 10% off their total bill for Enrich Silver/Blue members (including Enrich Junior) and 15% off for Enrich Gold/Platinum members.

The full collection is available for purchase exclusively via the airline’s flagship e-retail store Temptations, or via Kapten Batik’s online store and participating outlets,