Ria-IME rebrand in Malaysia presents golden opportunity for growth

What’s in a name? Or a colour? Quite a lot when it comes to building a global brand.

In the case of an acquisition when the brand is already trusted and well-known – like IME, a leading money transfer company in Malaysia – it’s important to get it right.

If you haven’t seen the news, in June 2015 Ria expanded its network, adding around 20,000 locations and 70 stores with the acquisition of IME. With this, Ria’s presence became truly global, giving access to important markets in Asia and the Middle East and adding more strategic locations to a network which now numbers 287,000.

It gives us great pleasure to introduce the first renovated Store in Malaysia donning the Ria colours as part of the Ria-IME rebrand. With the changes under way, Philips Thomas, Operations Manager for IME and Ria in South East Asia tells us a bit more about the process and the community this store serves.

Ria IME Store 2

Renovated IME Store at Kluang, Johor in Malaysia donning the Ria colours and branding.


“This is the first Store to undergo the transformation process since IME Malaysia was acquired by Ria Money Transfer. This is the beginning of the transformation of the IME Stores and we shall see the Orange Wave replace the red, black and white hues of IME.

The store shown in the pictures was renovated as the old one outgrew its capacity. We needed more floor space to cater for the growing need of our customers to send money, so we took on extra space and increased the counters from five to seven with one dedicated person for the Money Exchange Counter.

A typical Store is staffed by a Store Manager and four or five tellers with one of them as the Compliance Officer/Assistant Store Manager, while a larger Store could have up to ten tellers.


Ria IME Store 8

The view from inside the newly renovated store with additional floor space and room for more tellers.


“This particular Store is located in the Kluang District in the southern state of Johor in Peninsula Malaysia. The city of Kluang is the centre of the Agricultural hub of the region, comprising of Palm Oil and Rubber plantations, with a population of 250,000 persons and employing a large immigrant population from Indonesia, Bangladesh, Nepal and the nearby South East Asian nations.

Many of these migrant workers form the majority of our customers who come to our Stores to remit money to their loved ones in their homeland.”

IME employs nearly 500 people and now they are all now part of the global Ria family. The mission is the same and it’s simple: to allow our customers to send money quickly, securely and economically, giving the best service possible at all times.