Benjamin Barker Singapore settles in suburbia

After establishing a presence in the suburbs, premium menswear label Benjamin Barker Singapore is expanding into the suburbs with an outlet at Jurong’s Jem, opening at the end of August.

Its new approach saw it open at Tampines 1 last month, and its latest store will be the 10th for Singapore.

Benjamin Barker

Continuing the brand’s accent on sartorial elegance, the new stores stay true to its signature retail experience, designed to welcome shoppers into Benjamin Barker’s “home” as house guests. The Benjamin Barker touch is seen in the thoughtful design and styling details interspersed throughout the stores, as mementos that speak of the man’s stories and adventures, encourage shoppers to be fully immersed in the one-of-a-kind retail experience. To cater to the buying habits of suburban shoppers, the new stores are also carefully designed to integrate functionality for ease of shopping, without compromising on the overall brand experience.

Benjamin Barker was launched as an affordable formalwear brand by former college roommates Nelson Yap and Damien Tan in 2009. Yap was studying film in Melbourne around 2005 when his father became ill. After he finished his degree he was called back to Singapore to help with the family business, selling discounted suits in a warehouse on Telok Ayer St. After his father died, Yap decided to start his own company, opening the first Benjamin Barker Singapore store in Marina Square.

Now the brand also has two stores in Melbourne – at Melbourne Central and QV Melbourne, opened late last year – with a third to come in the third quarter of this year at Westfield, Doncaster. The company has more than 60 employees and a turnover of about S$10 million. Benjamin Barker is now exploring franchising opportunities in Asia.

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