New concept store ALT to heat up competition along Orchard Road

Orchard Road is about to see more retail competition. A new concept store ALT is aiming to target young female shoppers who love fashion from the current staple of malls on the prime shopping strip.

ALT will be spread over three levels at the Heeren shopping mall on Orchard Road. It is hoping to attract shoppers with its slate of Asian brands.

Its merchandise mix includes fashion, beauty and lifestyle products from Japan, Korea, Taiwan, Hong Kong, China and Thailand.

The store, managed by retailer BHG, said it is optimistic it can break even quite soon, given its prime location.

Sosuke Nishiwaki, executive director, BHG Singapore, said: “A lot of competition around will make people come to Orchard more, so we are quite confident that this area will generate a lot of profit.”

However, observers say it may be a challenge to sustain interest from shoppers, who are already spoilt for choice in the shopping strip.

They also cite the relatively small space occupied by ALT – at 23,000 square feet.

Charles Ng, director, Retail, Colliers International, said: “You can’t put that much products, range of products that can offer strong competition to the neighbouring malls.

“So if you ask me whether there is any impact, I’d say no – not really – but they offer a change, a new concept, something to look at. Who knows, it may take off.”

ALT is due to open this Saturday.

Source : Channel NewsAsia – 7 Jul 2010

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