Coach to be first luxury retailer in Singapore suburban mall

Coach to be first luxury retailer in Singapore suburban mall

Singapore - American brand Coach is set to become the first big luxury retailer to open a boutique store in a Singapore suburban mall.

It has leased nearly 2,000 sq ft of space at Jurong's Westgate mall, due to open its doors before Christmas, mall manager CapitaMalls Asia told The Straits Times.

The unit, on the first floor near the mall entrance, will be Coach's first boutique in the suburbs though it also has a factory outlet store at the IMM mall in Jurong.

Coach, which sells handbags, shoes and other accessories, could not be reached for comment.

Retail industry experts said its opening at Westgate could pave the way for more high-end brands to venture beyond the central shopping district. "Who knows, we may even see LV (Louis Vuitton) going to the suburbs," said Professor Bernd Schmitt, executive director of the Institute on Asian Consumer Insight hosted by the Nanyang Technological University. "It's a smart move for Coach because (its) positioning is not at the ultra high end of luxury but is considered more affordable luxury for Singaporeans."

Singapore Polytechnic business school senior lecturer Sarah Lim said other brands such as Victoria's Secret and French label Agnes b. could follow suit.

Both Coach and Victoria's Secret are brought into Singapore by Valiram Group which also handles brands such as Boss and Hermes.

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