Bata debuts AW Lab at Suntec City
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Asia’s first AW Lab multi-label sneaker store has been opened at Suntec City by the Bata shoe company.
It is part of a new approach by the 123-year-old Czech brand, now headquartered in Switzerland.
“You are going to see things coming from Bata in the next few months that you would never have expected,” says Bata CEO Alexis Nasard.
He says there are plans to expand the brand’s presence in Singapore, where it has had a presence since 1931. And as well as developing their product ranges, Singapore’s 41 current stores will be revamped, says Nasard. Some stores already have the new look, including the Eastpoint Mall and VivoCity outlets. Another has just opened at Northpoint City.
Nasard says Singapore is a strategic focus for Bata because it is “the window of Asia”.
“It’s an acid test for all of Asia Pacific. It is one of the most competitive marketplaces, with a very fickle and demanding consumer.”
Questions & Answers
Q.What is the significance of AW Lab for Bata?
What is the significance of AW Lab for Bata?
AW Lab is Bata's first multi-label sneaker store in Asia. Its opening at Suntec City is part of a new approach by the 123-year-old brand, indicating a shift in their retail strategy and product offerings.
Q.Why is Singapore a key focus for Bata’s expansion?
Why is Singapore a key focus for Bata’s expansion?
Singapore is considered a strategic focus because it acts as 'the window of Asia'. Bata views it as an acid test for the entire Asia Pacific region, due to its competitive and demanding consumer market.
Q.What are Bata’s plans for its existing stores in Singapore?
What are Bata’s plans for its existing stores in Singapore?
Bata plans to revamp its 41 current stores in Singapore, alongside developing new product ranges. Some outlets, including those at Eastpoint Mall and VivoCity, have already adopted this new look.
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