In Good Company opens standalone store

Two years after its launch, local womenswear label In Good Company is finally opening its own store.

The 3,300 sq ft space that opens at Ion Orchard's basement 1 tomorrow will carry its womenswear collection, accessories and Mini Me collection for girls aged three to eight, which are smaller versions of the adult line.

There will also be an In Good Company cafe, a tie-up between the label and home-grown bakery Plain Vanilla; a selection of books and magazines for sale that has been curated by local publishers Math Paper Press and Magpie; handstitched bags by Hong Kong leathersmith Hoiming; and a specialist line of laundry wash products by Australian company Mr Black.

The team's sales and marketing head Jaclyn Teo says: "It is a great space where we could add the lifestyle element we always envisioned the brand to have."

The brand was started in 2013 by principal designers Sven Tan, 36, and Kane Tan, 33; operations head Julene Aw, 38; and Ms Teo, 37. They were all formerly with the brand alldressedup.

In Good Company has been carried at Tangs since June 2013. It started with a 600 sq ft space there before taking over a 1,300 sq ft space. It has been the department store's best-performing home- grown brand in the last two years, experiencing double-digit growth year on year.

Tangs' fashion merchandising manager Lynn Khoo says: "The brand has rapidly grown to become a shoppers' favourite. Its combination of relaxed tailoring, modern designs and clean silhouettes has produced great wardrobe essentials appreciated by all."

Prices for the womenswear range start at $89 for a fringed necklace to $239 for a pair of bonded cotton trousers, while prices for the Mini Me collection range from $69 for a pair of bloomers to $149 for a cotton jersey dress.

A small selection of the brand is also carried online and at multi- label boutiques Kapok and Keepers.

Ms Teo attributes their success to several factors. She says they have been told by customers they are almost "anti-fashion" as they ignore the dictates of seasons or trends.

She adds that the label's aesthetic also embraces a "contrast of elements", where softer silhouettes are juxtaposed with structured tailoring.

"A softer crepe blouse would appeal to one kind of customer, while a more structured jacket will appeal to another. We are building on this wide appeal for our collections."

Mr Sven Tan adds: "I think fabrications and finishes are the most important aspect when it comes to our products."

A sample of every new design that the team comes up with is first made here to ensure that the workmanship and finish are perfect, before it is sent to be produced in a factory in Jiangsu in China, which they own.

The brand is also big on collaborations, says Mr Sven Tan.

"We like the idea of 'good company' and a sense of community. It is also why In Good Company seeks out other like-minded creative partners for collaborations - ideas beget ideas. Being inspired is a privilege. Being curious expands creativity."

The brand's past collaborations include working with Kuanth, a local illustrator it teamed up with to create its first prints for a previous collection.

It has also collaborated with home-grown companies such as artisanal perfumery Code Deco, silversmith label Argentum and beauty apothecary Mmerci Encore for products sold under the In Good Company label.

The team hopes the new store will continue to achieve the same success it has had at Tangs.

Mr Sven Tan says: "One of the most heartening things we once saw was three generations of women shopping at the same time. The little girl was shopping at the Mini Me collection, while her mother and grandmother were buying from the same womenswear line. This assured us that our line caters to a wide spectrum of consumers. "

This article was first published on August 20, 2015.
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