Magazines Archives - 2011 Feb
A King sets up his retail empire in Singapore
A NEW lifestyle concept store has made its debut in Singapore. Kuala Lumpur-based SSF Group has made its first overseas foray with the launch of King & King Wong (KKW) lifestyle concept store.
The 18,000sqf outlet soft-opened last month at nex, Singapores newest suburban mega mall located in Serangoon Central. The two-level store offers 180,000 SKUs, which are restocked every month or so. The store also features a 1,000sqf show flat comprising a living room, dining area, kitchen, toilet and two bedrooms which display coordinated home concepts for consumers to visualise how they can also style their own residence with the stores merchandise.
Commenting on the new brand name that SSF has selected for the store, Jason Wong, director Singapore division, King & King Wong, said: We strongly believe in building an Asian brand that we can be proud of in our global expansion plans. Just like the king leads his empire, we aim to be the leading brand in Singapore offering the widest range of innovative, functional and quality décor concepts, as well as furnishing, lifestyle and gifts ideas. Also, we want our customers to feel like kings at home, living their life to the fullest and we can help them fulfil this through our merchandise.
Furthermore, Wong is the surname of the groups chairman Wong Choong Loong who co-founded the company with his wife in 1987 in Kuala Lumpur as a wholesale operation of artificial flowers. Over two decades, the company has grown to become the largest interior furnishing company in Malaysia with 12 outlets which translate to a total of 370,000 sqf of retail space.
The response to the new store has been positive, said Wong. Some items were sold out within a few days, he added. The products are sourced from across the world. There is a fusion of products and concepts from the East and West from China and India to Turkey which straddles Asia and Europe.
In addition to retailing, KKW also provides upholstery service to its customers. One of its most impressive product selections is its collection of curtains. It has over 1,000 designs available and customers can select matching fabrics for their sofa sets and cushions as well as carpets and walls. We want to be No.1 in curtain retailing, declared Wong. The stores merchandise range from small, inexpensive décor items to luxurious products such as premium grade 100% cotton bedding sets, carpets, rugs, vases and glassware.
KKW is positioned in the mid to high-end retail segment offering daily household, gifts and décor items. Most importantly, we do not have the same merchandise the whole year round. What we offer is fashion, style trends amid traditional, cultural ideas with varied lifestyle concepts We also have furniture which are unlike what you have in the market, in terms of style, design, and they come in limited pieces, which makes them all the more valuable and exclusive, said Wong.
The investment cost for the first store was S$5 million (US$3.9 million) and the group is planning more outlets in the city-state. The Singapore director said that one of the biggest challenges is to find a large enough retail space. Our next outlet will be at least 40,000sqf We are looking for our own standalone building, he commented, adding that Singapore will have between three and four KKW outlets eventually.
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