A couple of years back, it opened its only store (at least that was what I knew of) in Ngee Ann City, a white minimalist store with a few mannequins in the windows showcasing their latest outfits, which was nice, but definitely overpriced for high street and especially for Singapore where you can almost find similar clothing, perhaps not as of superior quality to theirs. So as you guessed, I did went in a few times, but never tried any of their clothing, let alone buy them. In short, none of their brand identity stood out, neither unique clothing design nor competitive pricing.
The store was closed down and only until last or this year. I was excited but disappointed at the same time? It opened exactly at the same spot, which was convenient enough to let their good old customers visit them, but that's all?! I mean seriously, if a store closes previous and makes a comeback, whether as a customer or the store should be expecting some form of upgrade or new strategies to stand out? It doesn't help that they are located near Zara, which stocks a similar fashion style in the more mature section (if they have a name for it, please let me know.) with the same in-store decoration.
But guess what? When I just visited the store again last weekend, it moved! Mainly due to the expansion of Zara (the new store layout of Zara needs another entry of discussion.). Lo and behold! Larger windows, and a new store façade!
I bet the windows were twice the original size!
