Fast-fashion company Pomelo has launched a Singapore flagship store at 313@Somerset.

The largest Pomelo store to date, and the first outside of its native Thailand, the store boosts the online-to-offline brand’s Southeast Asian presence to nine outlets. The firm’s regional expansion represents a bid to apply its business model to the Southeast Asian fashion and lifestyle industry.

The more than 6000sqft Singapore flagship will house Pomelo’s full catalogue of 8000 products across different lines. Pomelo’s first cosmetics line, Beet, launched in April 2019, will also be sold at the store. The Singapore store will also stock collections tailored to local tastes, including seasonal collections for Ramadan, Christmas, and Chinese New Year.

“Delivering the best customer experience has always been a key tenet of our business, and what works for one market may not necessarily work for another,” said Pomelo Fashion CEO David Jou. “Our research shows that Singaporeans shop very differently from Thais, with workwear, modestwear, occasionwear and beachwear being particularly popular in Singapore. Responding to this consumer demand, we have made it a point to stock these styles in our Singapore store.”

While Pomelo has already served the Singapore market for six years, the flagship store rounds out Pomelo’s omnichannel strategy, offering customers a seamless online-to-offline experience across desktop, mobile and offline channels.

“Our omnichannel strategy is built upon our ability to provide a variety of retail options,” said Jou. “Features like Pomelo Pick Up, which allow customers to try on their online purchases and only pay for what they take home have proven to be extremely successful in Thailand. As a fashion brand with tech DNA that places customer experience at the forefront, we’re excited to finally launch a core tech-driven Pomelo offering to better meet the needs of our Singapore shoppers.”

Under the Pomelo Pick Up system, customers looking to pick up their online orders can do so by scanning a QR code at a self-service kiosk before proceeding to a fast lane to collect their packages. To check the fit, they can then try on the items they have picked out in a fitting room booked on in-store mini iPads.