Italy’s popular baby care brand Chicco finally opened its first Southeast Asian concept store in Singapore on 15 October 2016, on the first level of Tanglin Mall.
The 58-year-old brand carries thousands of baby care products ranging from apparels to strollers and high chairs, among other essentials, that cater to newborns and children up to 8-years-old.
Chicco’s first outlet in the region, which takes up 4,400 sq ft, is also the first of eight outlets that will open in Singapore in the next two to three years, said Stefano Colombo, 50, the brand’s regional manager for emerging and developing countries.
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He told Yahoo Lifestyle Singapore that opening mono brand stores is part of Chicco’s new branding strategy, as it strives to offer a “higher service” and a “redefined experience” to its customers in Singapore, who are used to purchasing their products at multi brand stores such as Toys “R” Us.
“Customers can get lost at these multi brand stores, whereas at a concept store, the people (who work) here are trained in the brand’s products,” he said.
On why the brand has chosen Singapore as its first location in Southeast Asia before moving on to open in Indonesia and Thailand, Colombo cited the country’s “multi-cultural” society as one of the factors.
Highlights of the products available at the concept store include a multi-functional baby bath and change table ($390) and its Next 2 Me co-sleeping baby crib ($309).
(Source: Yahoo! News)