updated 9 Nov 2013, 21:47
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Brands galore at 'new stores'
by Soon Wei Sze and Karen Lim

Singapore - Department stores here are upping the ante by revamping their store space and offering new-to-market brands and lifestyle services to pamper shoppers.

One of the latest department stores that is bringing its game to the market is Robinsons, which opens its new flagship store in the heart of the Orchard Road shopping belt today.

Spanning 186,000 sq ft across six levels, Robinsons Orchard occupies the space where The Heeren Shops used to be. The $40-million flagship store, owned by the Al-Futtain group, will be Robinson's fourth outlet locally.

Product offerings include a total of over 380 new brands, of which 280 are exclusive to Robinsons Orchard, and over 200 are new-to-market and exclusive brands.

British cosmetic brand Illamasqua and fragrance house Atkinsons are two of the new brands that are making a foray here.

The womenswear section on level three will be carrying brands such as Bleulab from Los Angeles, and The Kooples from France, which is also available in the menswear department.

Korean brand Drink Beer Save Water is one of the over 70 new and exclusive brands at the menswear department on the fourth level.

The department store is also dedicating the entire second level to ladies' shoes and accessories, a first of its kind here.

Besides a massive boost in its product offerings, Robinsons Orchard will be providing shoppers with new lifestyle services.

Cosmetics brand Lancome will have an attached room where customers can go for a facial, a concept that is exclusive to Robinsons Orchard. Skin-spa rooms are also attached to Clarins, another luxury beauty brand.

For shoppers who want to avoid the hassle of choosing clothes, there is a personal shopper-cum-style adviser service on the womenswear level. Shoppers who book this service will have clothes pre-selected for them to try.

A key interior feature of the department store is the I.Rain, a cascading light fixture that is suspended from the fifth level to the first level.

Another department store that was revamped recently is BHG Bugis, which brought new brands and concepts to the three-level store space at Bugis Junction.

Two levels have been refurbished and will open today.

Level two now has a new concept store, aLT, which carries exclusive organic beauty brands such as Desert Essence, Kiss My Face and Derma E from the United States, as well as La Mav from Australia.

Multi-label women's fashion brand Otona Mode, which carries workwear and casualwear from South Korea and Japan, is one of the new additions to the department store's fashion stable.

Level three, the home and living department, as well as the children's department, has also been transformed to feature a room-to-room and a world of characters concept respectively.

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Robinsons Orchard is at 260 Orchard Road.

Opening hours: Sundays to Thursdays from 10.30am to 10pm. Fridays and Saturdays from 10.30am to 11pm.

BHG Bugis is at 230 Victoria Street, #03-01, Bugis Junction.

Opening hours: Mondays to Fridays from 10.30am to 10pm. Saturdays, Sundays and public holidays from 10am to 10pm

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