Fashion giant Decjuba plots Asia expansion with first store in Singapore
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Fashion retailer Decjuba is working on establishing a physical store in Singapore later next year and expanding into selling menswear and beauty products.
“We continue to look around the world, and we don’t see another brand doing what we are doing as well as we do it,” said Tania Austin, owner and CEO at Decjuba.
The upcoming location in Singapore will be Decjuva’s first brick-and-mortar store in Asia. The company decided to set it up after it witnessed growth in its international e-commerce operations, which now share 20 percent of the group’s total sales.
“I thought for a long time we didn’t need to have physical stores abroad. But every time I go into a good shopping centre I’m like, ‘It is that experience piece that we are seeing consumers come back to.’ They enjoy it. There’s definitely a demand for it,” said Austin.
Austin said that the opening of the store in Singapore in late 2024 is now Decjuva’s “No 1 focus” for the company’s expansion plans in Asia.
According to the report, the company will also start selling products under the Decjuba Kids brand in eight new D-luxe concept stores this month.
In addition, Decjuba has partnered with Melbourne-based menswear brand Mr Simple, to offer its first men’s undergarments, which will be available online and in 15 Decjuba’s larger stores.
In addition, the company will launch a pop-up store at Melbourne’s Southland shopping centre in October this year. The company will also launch Decjuba Beauty, which will offer 34 beauty products for lips, nails, cheeks and eyes, in the same month.
Decjuva took 12 months to develop the beauty brand, with the company working with an Australian for some of the products.
“We are not a beauty retailer or a skin retailer. So this is really about the Grab and Go handbag essentials that you are popping in as an extension of the Decjuba brand,” said Austin.
Decjuba is in the final stage of construction of its new head office in Cremorne, a suburb in Melbourne, scheduled for opening early next year.
Questions & Answers
Q.What specifically prompted Decjuba to open a physical store in Singapore, given their previous stance on international retail?
What specifically prompted Decjuba to open a physical store in Singapore, given their previous stance on international retail?
The company decided to open a physical store after seeing significant growth in its international e-commerce operations. These operations now account for 20 percent of the group’s total sales.
Q.What product categories will Decjuba be expanding into, and when are these new offerings expected?
What product categories will Decjuba be expanding into, and when are these new offerings expected?
Decjuba will expand into menswear and beauty products. Menswear undergarments will be available online and in 15 larger stores, and Decjuba Beauty, with 34 products, will launch in October this year.
Q.How will Decjuba be expanding its children's brand, and what type of stores are involved?
How will Decjuba be expanding its children's brand, and what type of stores are involved?
The company will start selling products from its Decjuba Kids brand in eight new D-luxe concept stores. This expansion is scheduled to begin this month.
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