E-businesses Set Up Shop

FF Fashion

Koh Hui Theng
Wed, Dec 10, 2008
my paper


THE credit crunch has thrown up a new buzzword for local e-shops: expansion.

Whether it's sleepwear or swimwear, underwear or outerwear, these businesses - which started online and then set up physical stores - are flourishing.

Take the lifestyle brand NewUrbanMale.com. Famed for glamorising Brazilian flip-flops and men's undies, it opened its latest brick-and-mortar outlet in Bugis Junction last month.

Today, NewUrbanMale.com has 15 retail stores, each bearing its own look and merchandise range.More than 5,000 customers patronise their stores every weekend, said managing director Chua Shenzi, 38.

Mr Chua and his two partners, Mr James Kwek, 35, and MR Calvin Soh, 38, started the brand as an e-magazine in 1997.

Better-than-expected customer demand led to the first physical store, which opened in 2003.

Now, they hope to set up a 24-hour store, integrating fashion, food and beverage, music and books, in Orchard Road next year. 'It would offer an alternative hangout for young people and tourists, who currently have few late-night entertainment options,' he said.

They will also open their first overseas shop in Vietnam's Ho Chi Minh City during the Christmas period.

This despite the retailer suffering a 10- to 15-per-cent dip in takings in the last two months.

Mr Chua attributed it to the slowing economy, but remains upbeat about growth potential.

He said: 'Tough times offer opportunities too. Our first store started in May 2003, a month after Sars hit Singapore. As long as we have a fresh concept and unique products, customers will come.'

Similarly, Ms Pamela Lin, 38, is confident about her brand of sleepwear and loungewear.

That's why she opened Kooshi's flagship store in Parkway Parade two months ago when the shopping centre had a vacancy.

With goods available online at kooshi.com since 2004, the brand will introduce swimwear and menswear in the coming months.

Asked why she decided to open a shop during the downturn, she said philosophically: 'Whether it's good times or bad times, you can still do business. You just have to manage your costs carefully.'

Another gungho entrepreneur is Ms Ade Tan, 31. The owner of accessories brand Green Petals said: 'A quieter retail scene means I can negotiate for a lower rent when expanding next year.'

She had set up Green Petals as an e-shop in 2003. Healthy sales then led to a standalone outlet at Far East Plaza in 2004.

Now scouting for a location in the Central Business District or at a suburban mall, Ms Tan said: 'Having a store outside the Orchard Road shopping belt lets me tap into another customer base, while offering regulars who live further from the area more convenience.'