Asia’s first AW Lab multi-label sneaker store has been opened at Suntec City by the Bata shoe company.

It is part of a new approach by the 123-year-old Czech brand, now headquartered in Switzerland.

“You are going to see things coming from Bata in the next few months that you would never have expected,” says Bata CEO Alexis Nasard.

He says there are plans to expand the brand’s presence in Singapore, where it has had a presence since 1931. And as well as developing their product ranges, Singapore’s 41 current stores will be revamped, says Nasard. Some stores already have the new look, including the Eastpoint Mall and VivoCity outlets. Another has just opened at Northpoint City.

Nasard says Singapore is a strategic focus for Bata because it is “the window of Asia”, reports The Straits Times.

“It’s an acid test for all of Asia Pacific. It is one of the most competitive marketplaces, with a very fickle and demanding consumer.”