Spanish fashion retailer Desigual has opened a new store in Singapore and unveiled its ambitious strategy for Asian markets. 

Located in Ion Orchard, the store is the brand’s fifth in Singapore and features an “enhanced shopping experience”, aiming to connect more customers with Desigual from a new perspective, the brand says. 

“With this Singapore opening, we now have a presence in the most important commercial spaces with [our] new brand image, so we can get closer to consumers who are already familiar with us while at the same time connecting with new customers,” said Balazs Krizsanyik, GM of Desigual in Asia. 

In addition to the Ion Orchard location, Desigual plans to reopen its Raffles City location early next year and has already renovated its VivoCity Singapore store. Both of those stores adhere to the modern concept of art galleries, with clothes taking centre stage.

Founded in Barcelona in 1984, Desigual marked its Asian debut in 2008, opening a store in Singapore. The brand has expanded its footprint in the region and now operates in Japan, Mainland China, Hong Kong, Macau, South Korea, Australia, the Philippines, Malaysia, Indonesia and Taiwan.

“Our future plans include accelerating our international expansion to implement Desigual’s new image and values as well as devoting special attention to the Asian markets,” said Oriol Martínez, Desigual’s global commercial director. 

The business has recently entered into a joint venture with a Chinese partner, E-Shine, to roll out 60 physical stores in China.