NEWS
M)phosis makes a surprise emergence
A POPULAR fashion label in Singapore
recently returned after abruptly shutting
its stores in 2015.
However, the current M)phosis
brand — which was bought over
by apparel retailer Decks — has a
completely new operation team that has
no relation to the previous one.
Fiona Chen, general manager of
Decks, told Retail Asia that they
decided to acquire the M)phosis
trademark upon its expiry because it
used to be one of Singapore’s successful
local brands. “Today, we continue to
command a strong following, with many
domestic and international fans. In this
transition, our company holds a strong
desire to endeavour and M)phosis will
return back on track — refreshed and
better,” she assured.
Decks aims to bring the popular
minimalist fashion sense of the original
apparel brand back to the public while
adding its own unique vision to the line
at the newly-refurbished Century Square
in Tampines. According to Chen, the
mall was chosen as “its location is near
Tampines MRT and bus interchange,
bringing great convenience to the office
crowd and shoppers who live in the
east.”
Customers can look forward to a
smart fitting room at the store later
this year. It will have mirrors with a
touchscreen display that will suggest
matching items available in store for
shoppers to try on. “By doing this, we
will understand our customers better,”
Chen explained.
In the near future, more bricks-and-
mortar M)phosis stores will be available
locally as well as in the South-east Asian
region.
M)phosis merchandise includes
women’s apparel, accessories and bags
ranging from S$19 (US$14)-S$89, and
customers can also purchase the designs
online. ra
Customers can look forward to a smart fitting room at the store later this year. It will have mirrors with a touchscreen display that will
suggest matching items available in store for shoppers to try on.
Singapore food icon lands in London
SNACK, food and beverage chain
Old Chang Kee has become the first
Singapore heritage food brand to
officially open in the UK.
Located at 15A New Row, Covent
Garden, London, the Peranakan-
themed store provides food and drinks
which can be eaten in or taken away.
Besides the signature Hainanese-style
curry puff, the menu also includes
other iconic street food specialities such
as Singaporean curry chicken, nasi
lemak and laksa.
The company said Londoners were
introduced to the Old Chang Kee curry
puff when the brand brought a pop-
up to Kentish Town last year. Supplies
sold out in four hours with people
coming from far and wide for a taste of
Singapore.
“The curry puff is Singapore’s version
of the Cornish pasty,” said Sandra
Leong, director of Old Chang Kee UK
Limited. “Singapore was at a trading
crossroads and was influenced by many
cultures, from Chinese to Malay. Legend
has it that the curry puff was invented by
Hainanese chefs working for the British
during Singapore’s colonial era. We’re
very excited to bring it back to British
shores.”
Old Chang Kee has more than 100
food outlets across Singapore, Malaysia,
Indonesia and Australia, and it sells
over 1.5 million of its signature puffs a
month. ra
Retail Asia June/July 2018
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