THE Spa Esprit Group made its name first with its waxing parlours before going on to open full-fledged spas, restaurants, bars and other lifestyle operations. But while each concept used to operate individually, the group's newest project brings everything together - under one roof.

In addition to opening its first Strip waxing parlour in London, the group is opening Beauty Emporium @ House on the second floor of House at Dempsey.

Scheduled to open in August, the Emporium - which will take over what used to be a dedicated spa area - will be a one-stop beauty and lifestyle hall. This will be on top of the existing bar and restaurant concepts already in place at House.

Featuring at least nine different grooming, food and lifestyle concepts, it will bring together all of the group's existing brands into a single space including Skinny Pizza, Strip, Browhaus (eyebrow grooming), and Mask (facial), alongside retail space selling products from cult American beauty brands Malin + Goetz and SCO, and the organic beauty brand Ilcsi.

'Think of it like a big grocery store but only this time, everything is related to grooming and lifestyle products,' says its managing director Cynthia Chua. 'It's the first beauty emporium concept in the world that offers a one-stop lifestyle and beauty expertise from established brands.

'There are many beauty halls out there in the market but they are mainly retail-centric while services are merely ancillary. The Emporium, however, recognises that when it comes to grooming and lifestyle, services are just as important as the products you buy, a niche idea that cannot yet be found in the market.

'Just as consumers are no longer content with plain old grocery shopping anymore and want a little cafe or deli where they can try the products first, the same goes for beauty products and treatments.'

Ms Chua says that the Emporium was inspired by farmer and weekend markets popular in America and Europe where a bevy of products can be found under one roof.

'At these markets, a whole day could be spent wandering around, savouring all their wonderful offerings,' she says. 'Unlike in sterile supermarkets, shoppers are encouraged to look, smell and touch the products where they can interact and enjoy the experience. That is the kind of vibe that we are going for.'

The reality of the matter, says Ms Chua, is that time-strapped Singaporeans are looking for venues that offer a consolidation of services, allowing them to maximise their time and giving them the ability to better enjoy a range of lifestyle choices.

The Emporium thus aims to 'provide our consumers with the greater convenience and accessibility to grooming and lifestyle, relaxing and partying in a fun and casual environment.'

Adds the group's brand director Jerry De Souza: 'I was talking to an American lady the other day about the Emporium and she remarked how fabulous it would be to sip cocktails while getting ready for a big night out because it makes the perfect pre-party. She's already making plans to bring all her American friends down with her when it opens.'

With so many brands being, well, housed together at House, one might worry that each brand would be diluted in the process, but the group remains unfazed by that prospect.

'If these were completely new brands that we are launching at the Emporium, then I would be very concerned,' admits Ms Chua. 'However, these are established brands that we've been building for years so they can definitely each pull their own weight next to the other.

'To be honest, we've had the idea of the Emporium in mind for quite a while but we wanted to make sure that the brands were ready before we went ahead with it and that time is now.'

More importantly, the group believes that putting the brands together will only serve to draw new customers to each other.

'Each of our brands has its own following but not everyone knows every brand that the group has to offer. The Emporium is a good way to draw on each brand's existing customer base and in the process introduce them to another one,' says Mr De Souza.

'For example, a Strip customer might walk in only wanting a wax but she might walk out with her eyebrows shaped and a manicure done as well. After all, someone who goes for waxes would naturally be interested in all other types of grooming.

'We're just telling them, hey you can do this all in one place, so why not do it in style!'