There is no place like home for the holidays this year at TANGS, one of Singapore’s leading shopping destinations.
In time for the Christmas shopping season, it unveiled on 2 December its newest offering: TANGS Home, a rethink of shopping for the home, with five separate retail zones, as well as spaces for interactivity like gourmet demonstration kitchens, coffee-tasting areas, and juice bars.
Foo Tiang Sooi, CEO of Tangs, said TANGS Home completes the second phase of the 3-year transformation of the company’s its flagship store, TANGS Orchard, started in 2012 that aims to bring back the soul to Singapore retail.
"The revamp is set to highlight our status as a world-class, must-visit shopping destination for both locals and tourists who is an integral part of the Singapore brand, showcasing our rich heritage, offerings and customer experience," he said.
With USD45 million investment in three years, TANGS promises to combine the best of shopping malls – international brands, flagship boutiques, food and beverage options on every floor – with the best of department stores, a more cozy and intimate shopping experience with room to up the "retailtainment" ante.
The revamp started last year when it launched TANGS Beauty during the Christmas season. The all-in-one spa, salon and lounge destination called SEVIIN at TANGS, was launched in February 2013. The final phase of this transformation will commence in 2014, where TANGS will revamp its Fashion offerings on Levels 2, 3 and 4 of TANGS Orchard.
Set in the heart of Singapore’s prime shopping district, TANGS Orchard is an icon along Orchard Road. TANGS Vivo City near Sentosa Island, on the other hand, features fun and resort-like retail destination. In Malaysia, the company has three properties – TANGS Empire Subang launched in June 2010, TANGS 1 Utama launched in March 2012, and TANGS Genting Highlands launched in December 2012.
In an interview with Retail in Asia, the TANGS’ chief executive said there are no plans for expansion to other countries, but the company is focusing on improving retail experiences for shoppers in its stores.
"Customers are getting more sophisticated and discerning – they are time-poor, but well- travelled, well-read and technologically savvy. They now have more choices, access to a world of information and are able to make informed decisions on the products they choose to buy and the destinations in which they choose to shop. We are also seeing intense competition for the consumer dollar, in the form of new malls and new shopping precincts," he explained.
"With the above factors, we feel it is especially important for department stores to reclaim their relevance in this new retail landscape," he added.
He also shared to customers are important as well as the need to constantly evaluate different retail concepts, brands and products using a mix of sales figures, customer feedback and industry benchmarks.
In launching TANGS Home, for example, it brings back the much-missed TANGS Market as homage to its Singaporean roots. This section features international and local treats, as well as the shows of popiah masters from Kway Guan Huat Joo Chiat Original Popiah & Kueh Pie Tie (since 1938).
Customers are also snacks like nonya kuehs, buns and cakes from the chefs at PeraMakan, or indulge in a wide array of local and Asian favourites like fish cakes, fishball noodles, you tiao and chwee kueh, Penang oyster omelette, Penang kway teow and more. Other note-worthy highlights include roasted suckling pig (sold by grams), satay babi, as well as the local blend of roasted coffee, tea and coffee powder.
Meanwhile, at the new Heritage Zone one can discover new Asian-inspired, heritage gifts as well as unique and memorable souvenirs from brands like Elephant Parade, Risis and Royal Selangor. The Heritage Shop offers artisanal craft items created using traditional techniques like embroidery, tie-dye and more, with a contemporary update.
"More than just buying trips, these are field excursions to expand our horizons and allow us to keep an international outlook while utilising a local approach. We take our roles as curators very seriously and are always on the lookout for fresh exciting concept and merchandise that will allow us to evolve continuously and keep engaging with our customers," Mr. Foo said.
CEO Talking Shop is the Retail in Asia section devoted to interviews with brand CEOs and retail industry leaders.