Naiise goes big with largest store opening at Central
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Can someone give Naiise’s founder Dennis Tay and his team a trophy? In just two-a-half years, the retailer of Singapore-designed products went from a one-man show operating an online store to opening three physical outlets with a team of 20 employees. To boot, all three stores — in West Mall, Wheelock Place and now Central (Clarke Quay) — were launched consecutively in the last four months at a time when the retail climate is considered sluggish.
“We have been extremely lucky in terms of consumer demand for our unique products, as well as the opportunities given by our landlords,” said Tay who was approached by landlords such as CapitalMalls Asia (WestGate) on all three occasions. He added that much effort was also made to differentiate each store and come up with “interesting and interactive” experiences” to avoid customer fatigue.
For instance, the WestGate outlet in the heartlands of Jurong is stocked with family-oriented offerings, such as home accessories and kidswear to cater to the families in the area. Meanwhile, the selection at Wheelock is carefully curated to showcase best-sellers, new arrivals and Naiise exclusives to make better use of its smaller space.
In contrast, Naiise’s latest outlet, which was officially launched yesterday (July 10) is billed as a “design megastore”. It occupies the whopping 6,500sqf space vacated by Hong Kong lifestyle brand, Goods Of Desire (G.O.D) which closed down in April.
When Far East Organization first approached Tay about taking over the space, he admitted to being “quite terrified” because the space was so big”. He took the plunge believing that “the experience and benefits from this location would outweigh any costs”. To minimise cost, the layout worked around existing furnishings while the team did much of the redecorating, such as installation work, carpentry and painting, themselves. Additional fixtures were sourced, salvaged or purchased cheaply from local suppliers.
“the experience and benefits from this location would outweigh any costs”
Like the outlet at Wheelock Place, the current lease for Central runs until the end of the year but Tay is keen to continue for as long as possible. He remains unfazed by the failure of G.O.D to crack the market here, as he feels Naiise’s product offerings already resonate well with local shoppers and now with tourists. The latter make up 50 per cent of the customers at the outlet since its soft opening last month.
Moreover, the company is banking on creating unique and experiential concepts at Central by having a dedicated workshop area for weekend sessions that can accommodate up to 20 people. The larger space also allows Naiise to introduce new product segments of books, music and magazines, and encourage customers to linger; they are invited to make themselves comfortable on Doob bean bags found around the store. More than 4,000 products, including major items like furniture, from over 400 brands can be found here. In keeping with its mission to promote Singaporean design, 60 per cent of the stocks here are designed or made in Singapore, and these items with a local spin, such as Singapore Sling-flavoured jams, have proven popular with tourists. Tay hopes this is Naiise’s small way of helping boost the awareness and demand of local designs and products with an overseas audience. Naiise is also celebrating SG50 by giving 500 S$5 cash vouchers (for every S$50 spent) on the website and any of their stores from next Monday.
And in case you’re wondering, Naiise will be continuing with their popular pop-up events, which has seen food and art collaborations in shophouses. “Our growth strategy for Naiise is to work hard at merging all channels and platforms to seamlessly connect the shopping experience for our customers, whether online and offline,” Tay said. “Naiise will also work hard to retain its focus on bringing unique design products for everyone.”
Questions & Answers
Q.How quickly has Naiise expanded its physical store presence?
How quickly has Naiise expanded its physical store presence?
In the last four months, Naiise has launched all three of its physical outlets consecutively. This rapid expansion follows two-and-a-half years of operating solely as an online store before opening its first physical location.
Q.What is Naiise's strategy for preventing customer fatigue across its different stores?
What is Naiise's strategy for preventing customer fatigue across its different stores?
Naiise differentiates each store by tailoring its offerings and creating unique experiences. For example, the WestGate outlet has family-oriented products, while the Central store is a 'design megastore' with workshops.
Q.How did Naiise manage the costs of opening its large new store at Central?
How did Naiise manage the costs of opening its large new store at Central?
To minimise costs, Naiise worked around the existing furnishings in the large space. The team also carried out much of the redecorating work themselves, including installation, carpentry, and painting, sourcing fixtures cheaply.
Q.What percentage of products at the new Central store are designed or made in Singapore?
What percentage of products at the new Central store are designed or made in Singapore?
At the Central store, 60 per cent of the stock consists of items that are designed or made in Singapore. These local products, such as Singapore Sling-flavoured jams, are particularly popular with tourists.