With rival Courts flourishing, Australian rival Harvey Norman is staying in the race for market share, opening its largest store yet in the city state.
The company has opened a new, three-storey, 100,000 sqft (9300 sqm) superstore in Millenia Walk in the CBD. It is more than twice the size of the Harvey Norman store it replaced in the same centre. The chain has 15 stores in Singapore.
Australian-based Harvey Norman CEO Katie Page said the expanded floorspace allows the retailer to display its full brand range as it does in its stores in Australia or Malaysia.
“We never had the space for furniture and bedding like we do now, and in Millenia Walk, we have the opportunity to show Singapore what the Harvey Norman brand truly is.
“So when some retailers say it’s tough for them to do business, I say it’s tough for us that we had not been able to show our full brand like we do in Australia or Malaysia,” she told the Straits Times in an interview.
“Having a flagship like this sets the brand, something you can’t do online. You must have the physical space that tells the world what you’re about.”
Paige says the company expects the new superstore to be as good as its top trading store anywhere in the world.
“This is our largest store in Asia and we want it to be our hub for the region. We’ve got 100,000 sq ft… right in the middle of the city centre. I don’t think you will find that combination anywhere in Asia.”
