About Us
Umeus is building a modern lifestyle ecosystem through disciplined expansion — developing new concepts, entering new markets, and partnering with aligned founders, operators, and investors to build brands designed to endure.
- Our Purpose -
More than brands.
A way of building.
We transform great ideas into structured, repeatable businesses built for long-term growth.
9
Brands in portfolio
5
Markets across SEA
Umeus is a multi-brand group that creates, owns, and scales companies across lifestyle, sports, wellness, and experiences. Building a modern lifestyle ecosystem through disciplined expansion — developing new concepts, entering new markets, and partnering with aligned founders, operators, and investors to build brands designed to endure.
We focus on ideas with unique brand DNA and tangible alpha — transforming them into structured, repeatable businesses built for long-term growth. From early concept to scaled operation, we bring clarity, discipline, and execution to everything we build.
"We don't behave like a studio or a fund. We operate as builders and owners."
- Our Team -
Founder-led. Experience-driven.
Umeus is led by founders actively involved in building and operating the group's portfolio, supported by experienced governance at board level.
Jeremy Soh
Co-Founder
Jeremy leads portfolio direction at Umeus, overseeing group-level strategy, capital deployment, and expansion planning. He works closely with operating teams to evaluate new concepts, partnerships, and growth opportunities aligned with the group's long-term vision.
Jeovanne Poernomo
Co-Founder
Jeovanne leads group-wide brand development and operations, with hands-on involvement across site selection, build-out, and performance optimisation. She works closely with partners and internal teams to deliver strong unit economics and long-term sustainability at each location.
Derek Lau
Chairman · Advisory Board
An experienced board chairman with deep expertise in capital markets, governance, and long-term value creation. Former CEO of Heliconia Capital Management at Temasek Holdings, with early investments in Secretlab, Razer, and ONE Championship. Derek advises Umeus on strategic direction, governance oversight, and long-term growth — bringing institutional-grade perspective to every major decision.
- How We Build
Our building principles.
At Umeus, we don't just create brands — we craft experiences, ecosystems, and businesses designed to last. Every project begins with a clear philosophy.
01 — Experience-Led
Feel first. Execute second.
We begin with culture, emotion, and human connection. If people don't feel something, nothing else matters. Once that's right, we execute with clarity and accountability.
02 — End-to-End Execution
From vision to daily rhythm.
We don't stop at vision. We go all the way — from concept to operations, from first customer to daily rhythm. Every brand we build is meant to run cleanly, not rely on heroics.
03 — Systems First
Growth only works when it's structured.
We embed unit economics, operating systems, and decision frameworks early — so scale feels intentional, not chaotic. Structure is what lets creativity breathe.
04 — Aligned Partnerships
Values over velocity.
We work with founders, creators, and investors who care about building something meaningful over time. Alignment on execution, governance, and values matters more to us than speed.
05 — Operational Discipline
Governance that enables creativity.
Strong governance, clear accountability, and institutional-grade standards sit quietly behind everything we do — allowing creativity to flourish without losing control.
The result
Brands built to endure.
Not built for the launch. Not built for the press release. Built for the community that will live inside them, five, ten, twenty years from now.
- Where We Operate -
Regional markets. One standard.
Our model is built for regional scale — same systems, same standards, same soul — adapted thoughtfully for each market's culture and community.
SG
Singapore
MY
Malaysia
ID
Indonesia
TH
Thailand
JP
Japan