Studio Tomboy and VOOV Open Standalone Stores in Singapore... "A Strategic Foothold for Southeast Asia Expansion"

First Overseas Stores After Rebranding
Launching at Metro Department Store on Orchard Road

Shinsegae Tomboy, a subsidiary of Shinsegae International, is expanding into Singapore.

On July 16, Shinsegae Tomboy announced that it had opened standalone stores for Studio Tomboy and VOOV at the Metro Department Store on Orchard Road, Singapore, on July 14.

These new locations mark the first official global stores for both brands since their rebranding. Shinsegae Tomboy plans to use Singapore as a strategic foothold for entering Southeast Asia and will actively seek to expand its international business from there.

Studio Tomboy Singapore store exterior. Shinsegae Tomboy

Singapore is viewed as a high-purchasing power market in Southeast Asia with robust demand for premium brands. Many global luxury and high-end fashion brands have entered the market, and the recent rise of K-pop and K-beauty has driven surging interest in Korean culture, rapidly increasing demand for K-fashion among the local youth.

Shinsegae Tomboy confirmed this market potential through a pop-up store held locally last year. In September, Shinsegae International signed a partnership with Metro Department Store and operated a major pop-up event at the central plaza of Paragon Shopping Mall in Singapore, featuring multiple in-house brands. Over 10,000 customers visited the 11-day event, and sales far exceeded initial expectations.

In particular, the strong local response to Studio Tomboy and VOOV prompted Metro Department Store to propose onboarding the brands officially, leading to the opening of these new stores. Metro Department Store is a major Southeast Asian department store chain primarily operating in Singapore and Indonesia, with two stores in Singapore and 17 stores across Indonesia.

The Studio Tomboy and VOOV stores are located on the third floor of the Metro Department Store, alongside other global fashion brands. The interior design follows the style of domestic stores, enabling local customers to experience the unique identities of both brands seamlessly.

The product lineup has also been tailored to suit the local climate. Recognizing Singapore’s year-round hot and humid weather, the brands are offering lighter, more breathable fabrics and have reinforced layered items to accommodate the significant temperature difference between indoor and outdoor environments.

Starting with this expansion into Singapore, Shinsegae Tomboy plans to strengthen its global business foundation by collaborating more extensively with key local retail channels and broadening its customer base throughout major Asian markets.

A representative from Shinsegae Tomboy stated, "Through our rebranding early this year, we have strengthened both the identity and product competitiveness of our two brands, and will strive to create new growth opportunities in overseas markets. Our goal is to nurture K-fashion brands that are beloved not only in Korea but also in the global market."

This content was produced with the assistance of AI translation services.