European cosmetics chain heads to Asia

European cosmetics brand Stenders is about to open its first store in Singapore as part of a concerted push into new international markets.

Stenders Singapore will open in Plaza Singapura shopping centre on Orchard Rd this month.

The opening will be followed in November by debuts in Vietnam and Portugal and London is also on its radar..

Stenders “a cosmetics brand inspired by northern nature” sells a range of about 350 products from more than 230 shops in 22 countries. In Asia it has so far only reached China and Japan.

The Latvian-founded company’s market positioning is “high quality products and special packaging” sold from attractively designed stores where the staff have a strong service culture. “We pay special attention to feelings and shopping experience, including design, fragrance, the way of presenting products and customer care culture,” the company says.

The brand’s product range includes bath, body, face and hair care products.