Home-grown fashion label Alldressedup has closed all three of its stores here, ending an eight-year run as one of Singapore's top fashion labels.

Its largest stand-alone store, a 1,200sqft space in Ion Orchard, closed in 2011 after three years.

The brand's 1,100 sq ft flagship store in Paragon closed in March, while the shutters came down on its 850 sq ft retail space in Isetan Scotts a month later.

The recent closures come barely a year after the label's star designers, Sven Tan and Kane Tan, left in April last year to set up their own label.

The duo, together with two former Alldressedup colleagues, founded In Good Company, a women's and kidswear label, last November.

But Mrs Tina Tan-Leo, owner and founder of The Link Group, which owns Alldressedup, says the brand has not closed down but is on a hiatus and undergoing a "brand re-alignment".

In an exclusive e-mail interview with Urban, Mrs Tan-Leo, who is also the brand's creative director, says: "The decision to cease operations for Alldressedup, while difficult, made the most financial sense in order for us to embark on a strategy that will take it to the next level."

She adds: "A break, at this point, will give us the creative freedom to refine ways to refresh our line of offerings so that Alldressedup can continue to do Singapore proud as a home-grown label."

She says she hopes to relaunch her brand later this year.

Rumours of the brand's exit have been circulating since 2011.

Last July, The Straits Times reported MrsTan-Leo's involvement in a multi-million-dollar court case, in which she was alleged to have breached her legal duties as a director of a company by moving its assets to her other businesses under The Link Group. The court proceedings are still ongoing.

Retail analysts say these legal issues, coupled with the designers' departures, could have contributed to the closure of the stores. They add that other factors, such as rent, slow sales or a change of brand strategy, could also have played a part.

Dr Seshan Ramaswami, associate professor of marketing education at the Singapore Management University, says: "When a brand wants some creative freedom in redefining itself, it helps to start with a clean slate, with no constraints forced by the current locations or the dimensions of the stores."

Agreeing, Ms Sulian Tan-Wijaya, senior director of retail and lifestyle at Savills Singapore, notes that keeping the stores open through the rebranding exercise would work against them financially.

"It may not make sense to keep the stores during that transition as they will be incurring high rental costs and overheads," she explains.

Industry insiders say they look forward to the brand's revival.

Mr Daniel Boey, a veteran show producer and fashion director, would like to see the brand bounce back to its glory days.

"When you think of Alldressedup, you think of luxury and quality. The designs of the clothes were cutting-edge and original but, at the same time, they were very wearable," he says.

"They also had a very good marketing strategy by pitching the label to some of the coolest multi-label luxury stores around the world."

At the height of its success, Alldressedup, best known for its feminine and highly detailed pieces which focused on cut and design, was stocked in 63stores across 20 markets.

They included high-end stores such as Saks Fifth Avenue and Barneys New York in New York; Biffy Milano in Milan; Lane Crawford in Beijing and Hong Kong; as well as Harvey Nichols in Hong Kong.

It was also picked up by luxury online retailer Net-A-Porter for five seasons, from 2008 to 2010.

Its prices, ranging from about $100 for accessories to about $900 for evening dresses, were deemed affordable too.

Ms Tjin Lee, director of Audi Fashion Festival, the flagship event of the annual Asia Fashion Exchange, says: "Tina knows how to build an international brand and understands what her customers want and need."

Alldressedup has been an inspiration to many young Singapore designers looking to build a successful brand, she adds.

This year was the first time that Alldressedup did not show at the festival since it began in 2009.

Some think the brand should consider expanding its repertoire to include pieces that not only appeal to its existing customer base of fashion-savvy women in their 30s and 40s, but also new and younger female shoppers in their 20s.

Fashion consultant Lionnel Lim notes that while Alldressedup was known for its well-designed pieces, they were "hardly trend-driven".

"I think the brand can look at this rebranding exercise as something positive. It needs to redefine its customer and price points so as to appeal to as many fashion-savvy women as possible," he says.

Still, its strong brand DNA will stand it in good stead when it makes a comeback, says MsLee.

"Alldressedup is one of those Singapore success stories that will always be remembered. Its eventual return to Singapore's fashion and retail scene will certainly be welcomed."

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