Retail in Asia


Balmain bows first Southeast Asia store

Balmain Campaign - Retail in Asia

Balmain has arrived on Southeast Asia shores. The French luxury maison has opened a debut store in Singapore, signalling its retail entry in the region.

Located in the couture emporium at The Shoppes at Marina Bay Sands, the Parisian label’s Southeast Asia flagship covers 153 square metres of space and borrows from the historic Parisian flagship design.

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The design reflects classic 20th-century France with features such as Versailles-esque parquet flooring, gold accents, full-length mirrored pillars and marble displays set among cream walls and fixtures.

Gael Hornebeck, general manager of Balmain Asia, told local media that the Marina Bay Sands location was chosen as it is one of Singapore’s most iconic tourist spots and will allow the brand to reach regional and international consumers. About half of Balmain’s customers are from Asia.

“Singapore is the modern window for South-east Asia,” said Hornebeck. “By being here, we are able to reach not just Singaporeans, but also tourists from countries such as Indonesia, Vietnam, Malaysia and China.”

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The Singapore flagship carries the latest men’s and women’s ready-to-wear pieces, including bags, shoes and accessories. Prices for women’s shoes are priced between $900 and $3,000, while women’s handbags are $2,300 to $7,000.