Hong Kong-headquartered lingerie label 6ixty8ight has opened its first store in Southeast Asia, at VivoCity.
The new 6ixty8ight Singapore store takes up more than 2000sqft on level 2 of the popular shopping centre.
The brand was founded in 2005 by Hop Lun Group which has manufactured lingerie for many international brands for more than 25 years. Its strategy was to use its manufacturing expertise to create underwear for Chinese women. Such a course did not cannibalise sales from its manufacturing customers, which primary target western markets. It was the first time the manufacturer had developed its own label.
Between 2014 and 2016, the company embarked on a rapid growth plan, expanding from 48 stores to 110, 20 of them in Hong Kong and the balance in Mainland China. Today it has 140 stores, having since expanded into South Korea, Taiwan and Macau. Its points of difference are carefully targeting women aged 15-30, focusing on lingerie, socks, nightwear and minimal casual wear to complement it (rather than trying to take on fast-fashion chains which offer broad ranges to both genders and children) and pricing. In Singapore the store will sell bras at S$13.90 and denim culottes for $39.90.
The 6ixty8ight Singapore store will feature the brand’s full range, including accessories.
To mark the opening, the store is giving away 6800 pairs of panties free to shoppers who can show instore that they follow the label on Instagram.