Otara’s unique fashion accessories concept opens in Singapore’s futuristic shopping mall; more overseas expansion planned
‘Backstage,’ Sri Lanka’s unique home-grown women’s fashion accessory brand has stepped boldly on to the international stage with the opening of its first outlet in Singapore, becoming one of the few local brands in this sector to go beyond our shores.
Starting life just 20 months ago as a theatre-themed in-store concession at ODEL, the concept cum brand has extended to seven locations in Sri Lanka, including a standalone outlet at Crescat, and is now dazzling shoppers at Illuma, Singapore’s newest arts and entertainment shopping mall.
A sophisticated 500 square-foot Backstage shop that opened for business in Singapore this week retails a range of hand-picked fashion jewellery products such as earrings, rings, necklaces, bangles, bracelets and brooches. Besides jewellery, space is allocated for hand bags, belts, scarves, sunglasses, slippers, wallets and purses, watches, trinket boxes, cosmetics, beauty tools, cosmetic bags and lingerie.
“Singapore will be a great test for Backstage,” said Otara Gunewardene, founder and CEO of ODEL who conceptualized and owns the brand. “It is a chic, mature and brand-conscious market that is also discerning about quality. The success of Backstage in the city state will be an ideal stepping stone to further expansion in overseas markets.”
She disclosed that later this year, Backstage will open its second outlet in Singapore at Orchard Central and also plans to enter the Maldives and India.
Taking its name from its innovative concept, Backstage is a theatre-themed retail avenue offering women a vast range of high quality after dark fashion accessories in a unique ambience where shoppers can try on accessories in spaces designed to make them feel like they are literally ‘backstage’ and preparing to go on a show.
Taking this concept to a new level of sophistication, the new Backstage outlet in Singapore is decorated with bulb-encrusted mirrors, spotlights, lip-shaped dressing table chairs, bright pink trimmings and dazzling accessories that combine to give the outlet a silvery classic yet modern look.
“Even in the vast variety of Singapore shopping, Backstage stands out as a highly fashionable, trendy and glamorous accessories outlet and we expect it to be an instant hit,” said Janine Magrath, Business Development Manager for Backstage Retail (Singapore) Private Ltd.
She said one of the key strengths of Backstage will be the attractive prices averaging at S$ 20, the width of the range and the trend-compiled products.
“Backstage targets women between 16 and 35 years but also caters to fashion conscious older women who are keen on making an impression by complementing their outfits with a diverse and trendy range of accessories,” Ms Magrath said. “The accessories are youthful yet sophisticated, glamorous and fun, and anyone who appreciates this diversity falls in to our target market.”
The Backstage product range at the new outlet in Singapore focuses on several key seasonal trends such as ‘Blush,’ ‘Boho Forest,’ ‘Sherbet Dip,’ ‘Multi Brights,’ ‘Tribal,’ ‘Monochrome,’ and ‘Atlantis’. These represent international style stories which help women accessorize according to the occasion, their favourite seasonal trends and their personal taste.
In Sri Lanka, Backstage is present at Odel’s flagship store at Alexandra Place, Crescat, Majestic City, and at the Odel stores in Kohuwala, Ja-Ela and Nugegoda (Warehouse).
DM
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