Commune Singapore plans 100 new stores

Commune Singapore says it plans to expand overseas by opening 100 franchise stores over the next two years.

And in a first for Singapore, the furniture design and lifestyle brand, a subsidiary of Koda, has unveiled a retail concept incorporating virtual reality (VR) to enhance customer experience.

VR will help make purchasing decisions easier for customers by enabling them to see how different furniture pieces will fit in their homes.

In Singapore, Commune has four self-owned retail stores including a flagship at Millenia Walk, two lifestyle concept stores, in IMM and Paragon, and an experience centre in Defu Lane.

Commune SG interior

Of the new stores, about 70 of them will be opened in China where the brand now has 35 stores. It has three in Malaysia and one in Australia.

VR and the franchise expansion are among strategic initiatives Commune is launching to mark its fifth anniversary.

“We have to come up with new looks, new labels and new concepts, while harnessing the latest technology to make a real difference for the customer while driving growth for the company,” says CFO Joshua Koh.

He says that with rising affluence, more Chinese consumers are pursuing “distinct lifestyles and identities” through home living and designs, leading to a strong market demand.

He says Commune, which has had 35 per cent annual growth rate over its first five years, has allied with a range of independent brands to offer fresh choices…

Comme Home, a lifestyle and homeware brand that takes a minimalism approach with marble, such as coffee table centrepieces.
Culti, a lifestyle and wellness brand known for its fragrances, scents and design objects.
K.Blu, an independent brand offering swimwear with Asian aesthetics.

Onlewo, a design studio for fabrics and wallpapers and fabrics inspired by culture, heritage and nature.

Oo La Lab, a boutique fragrance brand, providing hand-crafted scent design and mixology services (it will set up a “fragrance lab” at Commune for consultations and tailored products).

Scene Shang, a Singapore-based contemporary furniture label with products reminiscent of the art-deco stylings of 1930s Shanghai.

“With these novel and cutting-edge brands, Commune offers customers a journey of discovery at its concept stores,” says Communce VP of sales and marketing Gan Shee Wen. “We’ve taken much time and effort to round up a collection of exquisite works from brands in Singapore and abroad that not only embodies impeccable designs but also appeals to our various senses.”

Established in 2011, Commune is involved across the full production process It uses timber and wood imported from sustainable sources in Asia and the US.

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