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Health, Beauty & Fashion

Robinsons goes luxe

Home-grown retailer opens new concept store stocking exclusive labels of clothes, accessories and beauty and lifestyle products for women
The Straits Times - July 15, 2011
By: Imran Jalal
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Robinsons goes luxe Minna Parikka from Helsinki.

First came its lingerie boutique at Marina Bay Sands (MBS), which opened last month and stocks exclusive labels such as Mimi Holliday and Haute Contour by Spanx.

Now, home-grown department store Robinsons is stepping up its foray into premium retail by opening a new concept store in MBS today.

It will carry clothes, accessories and beauty and lifestyle products for women from more than 20 labels which are not available at its other two stores in Raffles City and The Centrepoint.

Together with the lingerie boutique next door, the store takes up 20,800 sq ft.

Among the new labels here are New York accessories brand Botkier and British cult accessories brand Lulu Guinness.

There are also five brands which are exclusive to Robinsons: British jewellery labels Mawi and Carat*, Spanish jewellery label Sandrine de Montard and accessories brands Ekatrina from New York and Minna Parikka from Helsinki.

Top retail consultant Kevin Roche, who designed upmarket malls including Shinsegae in South Korea and Gruppo Coin in Italy, conceptualised the look of the new Robinsons store.

Expect spacious changing rooms, about twice the size of those at the other Robinsons stores, and a stark white decor.

Mr Boon Teoh, assistant general manager of The Robinsons Group, says the new venture aims to tap a more premium market for the home-grown retailer.

'Robinsons MBS completes our offerings by catering to a new demographic, allowing us to be the first retailer to serve every sector of shoppers with product offerings ranging from moderately priced goods to more high-end products.'

Dr Lynda Wee, chief executive of retail consultancy Bootstrap, says the concept is a good idea: 'It sits well with the location, which attracts overseas visitors who are more likely to buy a gift that is worth taking back.'

An upmarket Robinsons, she adds, will be 'like Neiman Marcus in the United States - premium in service and merchandising'.

'It is worth the gamble.'


Minna Parikka from Helsinki.


Ekatrina from New York.


British jewellery label Carat*.


British jewellery label Mawi.




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