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Pas Normal Studios makes SEA debut with Singapore store

Cycling apparel brand Pas Normal Studios has opened its first Southeast Asia retail store, with the Danish company opting for Singapore to make its regional debut.

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Located along North Bridge Road, inside the Funan Mall in City Hall, the new Pas Normal Studios Singapore store, designed by Danish architects OEO, opened its doors on September 30, retailing the sportswear brand’s full range of cycling fashion for both men and women.

In addition to serving as a retail outlet for Pas Normal Studios, the store also caters as a  hub for the bustling Singaporean cycling scene, hosting both pre- and post-ride events for locals. Meanwhile, visitors can pick up a hot beverage made from the brand’s signature coffee blend from Coffee Collective.

Source: Pas Normal Studios

The Singapore store coincides with a new store opening in Germany’s Munich this month, and signals an acceleration in Dane’s global expansion strategy for 2023 and beyond.

“We are now at a point where our global range of stores ensures that we are reaching a wide audience of cycling enthusiasts,” said Pas Normal Studios CEO, Peter Lange.

“Our stores are designed as a base for the local community to gather for ride-outs and social events. The space offers a possibility to connect with the brand and displays our latest collections. Our stores are important touch-points between us and local communities, gathering feedback that helps us continue to develop technical apparel and meet the needs of our customers.”

Today, Pas Normal Studio stores boasts seven stores globally: San Francisco, Copenhagen, Mallorca, Taipei, Seoul, Munich, and now, Singapore.

Retail sales in Singapore rose for the sixth consecutive month in July, up 1.1 percent on last year, for a total retail sales value of SGD 3.9 billion (USD 2.84 billion). Of this, online retail sales made up 12.6 percent.