Good news: we might crawl out of Phase 2 Heightened Alert mode pretty soon. The not-so-good news: there are about two weeks to go before restrictions on crowd control can be relaxed.
Even then, relaxed restrictions will only be granted if the Covid-19 situation continues to improve and the number of community cases falls further, said the Prime Minister in a televised address to the nation on May 31.
Now the bad news: in the world of retail sales, two weeks is an eternity .
READ MORE: How To Help Independent F&B Establishments During A Time Of Heightened Restrictions
Just like small and independent F&B businesses, small-scale retailers have suffered since the announcement of the new Phase 2 measures. After all, tightened restrictions have led to a reduction in footfall and in-store sales.
But even while we are encouraged to stay at home during this period, you can still support local brands and retailers by shopping on their online platforms, and observing safety measures if you make your way down to stores.
Ahead, nine Singapore businesses share what they have been up to and their plans to draw shoppers.
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Where (flagship): 44 Jalan Merah Saga, #01-54; tel: 6475 1680
Who: James Quan, founder and chairman of the retail concept
What Bynd Artisan is about: “Born from a rich heritage of craftsmanship, Bynd Artisan offers customised and personalised leather and paper gifts for any occasion. Bynd Artisan encourages its audience to immerse themselves in the process of creating the perfect gift and offers workshops to share the joy of craft. The brand also provides a platform for talents and creatives to celebrate innovation and design through collaborations.”
How has business been like since the announcement of the new Phase 2 restrictions?
“It has affected in-store sales. The main reason is the absence of diners in malls and never before is it more evident that a good and balanced mix of tenants is so important to the success of any shopping centre. Online purchases, on the other hand, have increased. The restriction in the number of people that can be out and about has affected footfall and more customers are choosing to buy online.”
With mall traffic/number of visitors cut further, what is the store doing to tide over?
“Reduced in-store traffic is inevitable as the safety of everyone − the customers and our craftsmen− are definitely our top priority. However, as our Bynd Artisan ateliers remain open, we are on top of the new safety and social-distancing measures advised by the government. In fact, all our premises have been awarded the SG Clean Mark. We are also channelling a lot of effort to our e-commerce platform so that our customers can continue to make purchases from the comfort of their homes.”
How does the store plan to continue drawing customers during this period?
“We are consistently engaging our customers through social media, e-newsletters and online specials. We are currently running a bundle promotion, Here for You essential sets, on our e-commerce platform. We have put together two sets of ‘essential’ accessories to ensure that our customers stay safe and remain stylish at the same time.
Our leather hand sanitiser holder (LHSH) has also been a meaningful project since we launched it last April. We came up with the idea during the Circuit Breaker, hoping to bring a little cheer and style to the hand sanitiser – our new daily essential – when our craftsmen could not come to work and do what they love. This project was our way of giving them a sense of purpose at home and the assurance of their livelihoods.”
How can Singaporeans continue to support retail outlets?
“We would encourage Singaporeans to continue showing their support to the online platforms of retail outlets. When visiting our retail stores, do remember to wear the right mask, sanitise your hands in our store and adhere to the safety management measurements.”
Where (concept store): #01-145 Great World; tel: 8784-3160
Who: Tamir Niv, co-founder of the womenswear label
What Ginlee Studio is about: “Ginlee Studio is a design-led womenswear label by designers Gin Lee and Tamir Niv.”
How has business been like since the announcement of the new Phase 2 restrictions?
“We have seen a tremendous drop in foot traffic and sales in our retail stores since the new measures were announced.”
With mall traffic/number of visitors cut further, what is the store doing to tide over?
“Our stores remain open with reduced hours and frequent disinfecting, for the safety and wellbeing of our customers and frontline colleagues. Our store in Great World also serves as the point of production for our __/\/\/\ake range.”
How does the store plan to continue drawing customers during this period?
“We’ve recently launched our newest collection for Get-Order-On-Demand (G.O.O.D). As part of our sustainability efforts in reducing waste, we reward customers with a discount if they are able to wait for three to five weeks for their order. For this period, we’re offering 20 per cent off G.O.O.D orders instead of the usual 15 per cent off. We also have a loyalty programme in place so we are actively working on reaching out to customers to utilise their membership perks.”
How can Singaporeans continue to support retail outlets?
“Besides shopping with us, you may also show your support for local brands by sharing your experiences with your loved ones or treating them with a little gift from a local retailer. A little support goes a long way in these times especially since it would be nice to still have our favourites around once these challenging times are behind us.”
Where (flagship store): #03-14A Takashimaya Shopping Centre; tel: 6331-4848
Who: Lily Hamid, general manager of the omnichannel retailer
What SocietyA is about: “SocietyA is the go-to destination for independent Asian brands and designers. Launched in 2014, it is the world’s first and only omnichannel retailer that celebrates the diversity of outstanding Asian fashion and beauty brands.”
How has business been like since the announcement of the new Phase 2 restrictions?
“While physical footfall to the mall has fallen, more customers are turning to online shopping via our website Society-A.com, where they can find their favourite Asian fashion, beauty, wellness and homeware brands. Having pivoted since Circuit Breaker in 2020, we are now better equipped, more experienced and built an even stronger foundation that allowed us to effectively manage Phase 2 with flexibility and agility.”
With mall traffic/number of visitors cut further, what is the store doing to tide over?
“New and existing customers can now enjoy fuss-free convenient online shopping as we started offering free returns (terms and conditions apply) and free delivery with no minimum spending, on all our products to alleviate any concerns that our customers may have about shopping online.
Additionally, we are offering various shopping experiences to bring SocietyA to the comforts of our customers’ homes, such as a home shopping service for our local customers and virtual styling sessions which international audiences can enjoy.”
How does the store plan to continue drawing customers during this period?
“Since last year in May, we have expanded our offerings from Asian fashion to beauty and wellness products from Asian labels that encourage self-care, which continues to be a key focus during this period and beyond.
Towards the end of last year, we began working on a brand new division, SocietyA Home, as we believed that home improvement is another key area that our consumers will be interested in. SocietyA Home, which brings onboard quality homeware from Asian labels, will officially launch this June.
We have also expanded on our home shopping service. Customers are able to try on their selected outfits in the comforts of their own homes and purchase only what they like. Our team delivers the outfits to the customers’ doorsteps at their preferred date and time, hands the pieces over for trying, share styling tips and assists with the transaction on what the customer would like to purchase. To make an appointment for the service, customers can simply email us at Care@SocietyA.com and a SocietyA advisor will get in touch personally.”
How can Singaporeans continue to support retail outlets?
“We hope that Singaporeans will trust in the strict safety measures set up within the store that ensure their safety. Those who would prefer to shop from the comfort of their homes can still support us online or via our home shopping service. It is in our interest to provide a safe and convenient environment – be it online or offline – for our new and existing customers to shop with a peace of mind.”
Where: #03-33 Raffles City Shopping Centre; tel: 6908-2898
Who: Beatrice Tan, founder and creative director of the clothing label
What Klarra is about: “Klarra is a clothing label of contemporary classics. Powered by a kaleidoscope of wearable silhouettes and quality fabrics, each design is created upon our signature modern and sophisticated tailoring that forms the essentials of a woman’s wardrobe.”
How has business been like since the announcement of the new Phase 2 restrictions?
“After the announcement, the traffic in our retail stores has dropped rather significantly by approximately 60 per cent to 70 per cent and this has since affected our in-store sales.”
With mall traffic/number of visitors cut further, what is the store doing to tide over?
“We started the business doing e-commerce and the online platform has always been a focus for us as we believe everything will be digital in the future and online shopping plays a big part. We are glad that our online business is still stable although the retail side was affected. “
How does the store plan to continue drawing customers during this period?
“We are still active online, especially on our socials, and we still have frequent launches so we are constantly connecting with our customers. Our products are designed to be wearable every day (not so much of a trend) so we believe those products will be suited to our customers.”
How can Singaporeans continue to support retail outlets?
“Our full range of products are available online and be it online or offline, we are thankful for any support as we strive to create products that cater to our customers’ needs. We take pride in ensuring hygiene and safety in our retail stores so we hope customers can still visit us if they are around the area and looking for some retail therapy.”
Where: #03-K1 Paragon; tel: 8181-6822
Who: Lelian Chew, founder of the floral design studio
What The Floral Atelier is about: “The Floral Atelier is the floral and decorative arm of The Atelier & Co. Our team of floral artisans, designer, and professionals create works that enable you to connect with the people you care about in meaningful ways, whether it is through our retail gifting collection or event decoration services.”
How has business been like since the announcement of the new Phase 2 restrictions?
“The restrictions came as a bit of a shock to us. But if there is one thing that we have learnt over the past year, it’s to adapt quickly and be creative. We are lucky to have such a loyal customer base who have continued to support us throughout this challenging time.
The business has of course been affected. The event, wedding and decoration business has been heavily impacted due to the regulations, but we are heartened to see our retail business staying strong. It helps that our retail collection can be ordered online in just three easy clicks and that we deliver 7 days a week, with same-day delivery.”
With mall traffic/number of visitors cut further, what is the store doing to tide over?
“It’s been challenging but it has also pushed us to be more creative as a brand and diversify our product offerings. We have recently launched a new plant series called Botany Boxes – a luxury plant range exclusive to Paragon. It’s one of our longest lasting product lines with great health benefits, especially since we are all spending some much time at home.”
How does the store plan to continue drawing customers during this period?
“We have revived our floral subscriptions (whereby the recipient receives a beautiful vase of flowers in their chosen style weekly) to offer more flexibility as well as shorter packages. Most recently, we re-launched a special weekly promotion on selected artisanal vases. Our community is at the heart of what we do so trying to remain present and engaging is important for us.”
How can Singaporeans continue to support retail outlets?
“Singapore is lucky to have such a vibrant retail scene, so next time you go to purchase something, ask yourself where you could get that in Singapore. As a local Singaporean business, we pride ourselves on the personal touch, unique products and quick turnaround. So if you can, shop local.”
Where: #01-10B Furniture Gallery, Space@Tampines; tel: 8511-3584
Who: Denise Kaur, founder of the rug and home decor brand
What Living DNA is about: “Living DNA is a rug and home decor brand that cultivates mindful living through affordable luxury artisan-made pieces. We are Singapore’s one-stop modern rug shop, with designs ranging from contemporary to boho to glam.”
How has business been like since the announcement of the new Phase 2 restrictions?
“The store has definitely been quieter but we see a rise in online queries now that people are once again spending more time at home. With WFH and HBL being the default, people see the importance of an ambient, inspiring home to our well-being. We reorganised our online store to help customers find what they need the most at this time: the right-sized home office or study desk rugs as well as calming rug designs.”
With mall traffic/number of visitors cut further, what is the store doing to tide over?
“Home trial service. We bring two to three choices of rugs to your home during delivery, so that you can try them out and decide on the perfect one for your space. We launched this service last year with rave customer reviews as you can visualise how everything looks in your home. This time, we are offering the service for free.”
How does the store plan to continue drawing customers during this period?
“Other than sharing more guides and tips about choosing the right rug specs when buying online, we also have online offers: $100 discounts on home office rugs, and up to $200 discounts on soothing, easy-to-style solid rugs.”
How can Singaporeans continue to support retail outlet?
“Buy online from small, local retail brands. Local businesses are more flexible and agile− we’re more likely to cater to your special requests and understand your needs better. Don’t hesitate to get in touch with the small business by phone or email. You’ll likely find a person very eager to assist you, as everyone is working hard to maintain their jobs during these times. Make the most of their expertise and dedication.”
Where: 250 Orchard Rd; tel: 6513-1743
Who: Julynn Tay, general manager of Design Orchard
What Design Orchard is about: “Design Orchard is an integrated retail and incubation space, with Level 1 being a specially curated multi-category store. The retail space showcases close to 100 locally-based designers ranging from new and emerging to established brands across multiple categories like fashion, home, lifestyle and beauty.”
How has business been like since the announcement of the new Phase 2 restrictions?
“Business has been impacted by the tightening of safe management measures and we do see a decrease in traffic along the streets and in-store. However, we are very grateful that we have a group of loyal locals who support local brands.”
With mall traffic/number of visitors cut further, what is the store doing to tide over?
“With the safety and well-being of our shoppers as priority and given the tighter restrictions, we have been looking at alternative ways to engage our shoppers and allowing them to browse and shop at the comfort of their homes. We started our very first livestreaming session last week, and plan to do this on a more regular basis at Design Orchard Retail Showcase.
Shoppers who are tuning in to the session can also direct message us to make a purchase. We will extend free shipping to purchases made within the same day for our followers. Our live streaming session will happen every Friday on our Instagram account (@shopdesignorchard), so follow us!”
Tell us more about the OneOrchard.Store initiative and how it will help homegrown retailers in a time like this?
“OneOrchard.store is an online marketplace featuring a diverse range of locally-based designers. Based on the idea of shared resources (such as marketing and logistics), it hosts brands ranging from emerging to established labels.
At a time when physical retail has limitations, OneOrchard.Store aims to provide an alternative platform for the brands to showcase and market their products to a wider audience.”
How does the physical and e-store plan to continue drawing customers during this period?
“Apart from the digital engagements, we are looking at potential collaborations and partnerships that can allow us to reach a wider audience and promote our locally-based designers. Case in point: our collaboration with Museum of Ice Cream. In the next few weeks, we already have a line-up of activities that will be on and offline, so do watch our space.”
How can Singaporeans continue to support retail outlets?
“They can choose to support local in their next purchase. They can discover and shop our local brands at Design Orchard or visit us at OneOrchard.Store. Follow us on IG (@shopdesignorchard and @oneorchard.store) and Telegram to keep updated on new brands, product launches and special collaborations.”
Where: 43 Jalan Merah Saga, #02-78; tel: 8218-6348
Who: Goh Ling Ling, founder of the concept store
What Le Salon by Ling is about: “We are an appointment-based concept store (online and offline) that stocks Singapore designers.”
How has business been like since the announcement of the new Phase 2 restrictions?
“We’ve seen a slow-down in online sales, I think people are waiting to see if we are heading to a lockdown in a few weeks. They are weary and mentally exhausted.”
With the number of visitors cut further in retail outlets, what is the store doing to tide over?
“We don’t have walk-ins. A lot of our customers now buy online or through mobile chat sales via Instagram. We are putting money in our Facebook ads to increase the traffic online.”
How does the store plan to continue drawing customers during this period?
“We have new product launches planned throughout the year. Also, we have in place a retail marketing strategy to attract customers and drive sales while leveraging on social media at the same time. We use Instagram to run our store, and find that more and more sales are done on IG messages. We boosted our customer service to manage this platform too.”
How can Singaporeans continue to support retail outlets?
“They should only buy local and stop shopping at fast-fashion outlets.”
Where: 1 Yong Siak Street; tel: 9117-0430
Who: Georgina Koh, co-founder of the multi-label boutique
What Nana & Bird is about: “Nana & Bird is a fashion company that offers a timeless and refined collection of international womenswear, accessories, kidswear and homeware labels, for the self-assured women who wears many hats and has the luxury to make intentional choices amidst a growing obsession for busyness.”
How has business been like since the announcement of the new Phase 2 restrictions?
“Overall footfall in the neighbourhood has suffered, given that Tiong Bahru is a popular spot for dining with the cafes and restaurants around us and in general, people are encouraged to stay home. This has impacted customer footfall and in-store sales but we have invested in our online presence to reach out to new and existing customers to capture more conversions on the online store. “
With mall traffic/number of visitors cut further, what is the store doing to tide over?
“We will continue to build on our brand and our focus in helping the modern, discerning women build an enduring collection for their wardrobe and homes. We think this is a great opportunity for us to establish our brand story in creative ways and connect with customers in a personal way.
We recently introduced the Nana & Bird Membership program to bring more personalised services to our customers. This is an important initiative given that with the recent Covid-19 restrictions, we find ourselves not being able to connect with family and friends in ways we were used to. People are looking for a personal connection and positive messages more than ever, hence we will be investing in these efforts to strengthen our brand.”
How does the store plan to continue drawing customers during this period?
“We had to adapt to the new restrictions quickly to ensure the safety of our customers and team while maintaining quality and a mindful shopping experience. That is why we introduced private shopping for our customers. They are encouraged to make an appointment with us to shop in-store via nanaandbird.com. For customers who prefer to shop online, we provide personalised one-to-one service to answer questions about sizing, fit and give recommendations.”
How can Singaporeans continue to support retail outlets?
“We urge discerning Singaporean shoppers to seek out and support independent and local brands and retailers that are pressing on throughout this extremely challenging time to ensure the Singapore fashion collective continues to develop, grow and thrive in years to come.”