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Levi’s Opens ‘NextGen’ Store in Singapore

Levi’s recently cut the ribbon on the digital-friendly store it refurbished in Singapore—its largest in Southeast Asia.

The denim giant remodeled the newly reopened ION Orchard shopping mall location as a NextGen Indigo experience focused on “immersive product discovery” centered on Levi’s “promise of authentic self-expression and celebration of personal style.” 

The concept—which Levi’s also applied to its revamped London store—draws on consumer insights, market research and best practices from the brand’s smaller-footprint NextGen retail stores.

Digital enhancements are front and center in the store. Visitors are greeted by an LED-powered illuminated entry archway and in-store panels that display “experiential content.” 

“We are committed to the future success of our business at every level and are reimagining what we do and how we win in today’s marketplace,” said Nuholt Huisamen, managing director of East Asia Pacific. “At the same time, we are embracing the technologies of tomorrow to power innovation, better serve our customers and deliver greater value to stakeholders.”

Hallmarks of the traditional Levi’s brick-and-mortar experience remain, however. A style lounge and an elevated fitting room offer guidance for shoppers seeking a little extra input. The store is also home to Singapore’s first Levi’s Tailor Shop. Consumers can personalize their purchases on-site with alterations, embroidery or customizations such as stenciling, patches, pins and studs.

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Singapore store

The refurbishment is part of Levi’s transition to a 100 percent company-operated retail business in Singapore in June 2020, followed by Thailand in April 2022. Levi’s said Singapore has long been key to its East Asia Pacific expansion plans.

“The enhancements were also a step towards advancing our direct-to-consumer strategy in Southeast Asia, which continues to show momentum,” Levi’s wrote on its blog, Unzipped. “With an owned-and-operated model, the brand is able to fully own the consumer experience through innovative omnichannel engagement strategies and the ability to provide a responsive product assortment based on local consumer needs.”