6ixty8ight Singapore expands by opening stores

Hong Kong lingerie brand 6ixty8ight is trebling its Singapore store network. 6ixty8ight Singapore will open new stores at Tampines 1 on December 1 and at Bugis Junction this week. They follow the brand’s debut at VivoCity in July.

The Bugis Junction 6ixty8ight Singapore store will take up340sqm of space, a little larger than the 270sqm site at Tampines 1 – but both are considerably larger than the first store, which is just 185sqm.

6ixty8ight was founded in 2005 by Hop Lun Group which has manufactured lingerie for many international brands for more than 25 years. Its strategy was to use its manufacturing expertise to create underwear for Chinese women. Such a course did not cannibalise sales from its manufacturing customers, which primary target western markets. It was the first time the manufacturer had developed its own label.

The brand, which targets women aged 15 to 30, has found a ready market in Hong Kong, Taiwan and South Korea where its value offer and fun store decor has differentiated it from rivals. It now has more than 150 stores in the region.