Singapore womenswear label Beyond the Vines has been introduced into Thailand by The Mall Group.

It has opened a 650 sqft (60 sqm) store-in-store for the label on the ground floor of its luxury department store Emporium in Bangkok.

The Mall Group senior manager of business development Pailin Umphuj says the company was impressed with the label’s quality, design and affordability.

“We have shifted the direction of our fashion on the Emporium ground floor to be more affordable yet contemporary and fashionable,” she says. “Beyond The Vines fits perfectly in this area.”

Beyond The Vines co-founder Daniel Chew says the chance to take the label into an overseas market is exciting. The brand had been approached by a few large retailers in Bangkok, but ultimately decided to work exclusively with The Mall Group as it felt the management team was genuinely helpful in helping its expansion.

Chew says it also helps that Emporium is near the Japanese and Korean expatriate community in Bangkok. “As we have a good number of overseas orders from Japan, it makes strategic business sense to be near the Japanese crowd in the area.”

In Singapore, the label has two boutiques, in Mandarin Gallery in Orchard Road and Downtown Gallery in Shenton Way, and is also available at Tangs at Tang Plaza.

Beyond the Vines’ signature pink branding and minimalist decor are kept at Emporium, despite it being co-designed with the department store to suit its customer base. There are pink terrazzo columns and tables on lavender-grey carpets.