Retail in Asia

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COURTS Singapore opens flagship store at The Heeren

Heeren (1)

COURTS (Singapore) Pte Ltd, one of the electrical, IT and furniture retailers in the region, a wholly owned subsidiary of Nojima Corporation, unveiled new plans to expand on Orchard Road with a new flagship store at The Heeren in Singapore.

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Spanning 189,000 square feet across six storeys in The Heeren’s retail podium, the new flagship store is slated to be COURTS Singapore’s largest retail space in Singapore upon opening by the first quarter of 2022. This also marks Nojima Corporation’s first overseas venture into a large-format store concept in a central location of Singapore.

COURTS Singapore’s concept for the new flagship store will introduce new retail concepts that are bold, fresh and authentic, which it intends to achieve by drawing on its experience to encourage customers to rediscover the joy, experience and energy of the retail sector.

“COURTS started out in 1974 in Singapore on Orchard Road and went on to pioneer innovative retail concepts. It is fitting that under Nojima Corporation’s stewardship, we mark a significant milestone on our growth path with a new flagship store along Orchard Road. We are looking forward to expanding our presence in Orchard Road to where it all began and raise the bar further in offering Singaporeans innovative and experiential retail experiences while shopping for electronics and home furnishings,” said Mr Hoang Duc Thanh Matthew, Group Chief Operating Officer of COURTS Asia Limited and Country CEO of COURTS Singapore.

Matthew Hoang (2)
Source: COURTS

The new flagship store is set to deliver Japanese standards of customer experience as its key differentiating factor.

Backed by years of expertise in building megastores in the region, an understanding of its customers in Singapore, its knowledge of local culture, and by focusing on people development through investing in employee training and upskilling to provide unique customer experiences, COURTS Singapore is poised to bring a strong brand proposition to the Orchard precinct.

Coupled with the synergy with its parent, Nojima Corporation, in using time-honoured Japanese principles of building trust and relationships with customers – COURTS Singapore is well on track to build a sustainable model for future growth.

COURTS Singapore’s latest plans not only underscore the resilient demand of its products amidst a challenging operating landscape exacerbated by COVID-19, but is also a clear signal of the Group’s confidence in the continued evolution of the broader retail sector.

Mr Hoang commented: “Despite the business disruption caused by COVID-19, we have seen a strong recovery for our products to date. With our upcoming flagship store, we are excited to do our part for the overall retail sector by bringing back the energy and vibrancy of a delightful customer experience.”

In 2019, the Singapore government announced plans to revitalise Orchard Road’s position as a vibrant lifestyle destination via improvements such as better pedestrian connectivity, more street activities, elevated link bridges, lush urban corridors etc. These initiatives are expected to provide a positive backdrop for retailers in Orchard Road as the masterplan kicks into gear in coming years.

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“The Heeren is still a symbolic landmark located right in the heart of Orchard Road and we believe it holds great potential as a central location within the shopping belt. Coupled with the URA’s long-term plans to rejuvenate Orchard Road as a lifestyle destination, we envision that the new flagship store will contribute to the vibrancy of the retail sector. Meanwhile, we look forward to serving an even larger group of audiences on the Orchard belt in time to come,” concluded Mr Hoang.