Hoola Hoola, a new brand of women’s modular handbags which launched online in April, is expanding offline.

Last week, Hoola Hoola launched its Singapore flagship store at 112 Katong, which follows new counters at Metro Paragon and another at Metro Centrepoint.

Hoola Hoola handbags are designed and made in Italy, and customers get to pick different accessories and combine them to make their own unique handbag. All the handbags are made of a patented material which is light, washable and waterproof. The accessories are made of different materials including leather, fabrics and nylon.

The flagship store is modelled around the concept of a workshop, where customers get to pick the parts of their bags and compose their unique creation, following the “build your own” brand spirit.

Founder and CEO Antonio Miscellaneo says the interchangeable design concept sets Hoola Hoola bags apart.

“Our idea is to present women with accessible quality fashion bags that can change with their lifestyle and look. We want the Hoola Hoola customer to feel empowered by the infinite possibilities of the different styles they can create with our handbags.”