The Rise of Multi-Brand Retail Concept in APAC 2024

The Essence of Concept Stores

The retail landscape in Asia is undergoing a dynamic transformation. Gone are the days of sterile department stores and single-brand boutiques dominating the scene. Today, a new breed of retail experience is captivating shoppers: the multi-brand concept store.

Originally, concept stores emerged as eclectic spaces offering a mix of lesser-known brands. Today, they have transformed into destinations where highly sought-after products meet uniquely curated experiences. These concept stores are not just retail destinations; they are cultural hubs where trends, styles, and brands across diverse product types converge to reflect a distinctive lifestyle and foster a sense of community and igniting a passion for discovery.

In this article, we explore some of the most innovative and inspiring multi-brand concepts redefining the retail experience across Asia.

Spotlight on Top Multi-Brand Concepts

1. Elevating the Everyday:

• The Armoury (Hong Kong SAR) The Armoury : This impeccably designed emporium caters to the discerning gentleman. Imagine bespoke tailoring alongside meticulously sourced menswear and grooming products – a haven for those who appreciate quality craftsmanship.

Noteworthy brands: Ascot Chang, Baudoin & Lange , D.S. & DURGA, H. Moser & Cie., Rumisu, Owen Barry Ltd, Savas, Paulin and more, plus its in-house The Armoury bespoke brand.

• Boon the Shop (Seoul, South Korea) : A futuristic flagship store by Peter Marino houses a curated selection of established luxury brands alongside emerging Korean designers. Boon the Shop demonstrates the power of blending heritage with cutting-edge fashion.

Noteworthy brands: CELINE, DRIES VAN NOTEN, The Row, courrèges, DION LEE, sacai, TOTEME, Victoria Beckham, SOPHIE BUHAI, The Elder Statesman, ERDEM, Paravel (pop-up); local labels such as Kiok and Kye and in-house Boon the Shop label.

• b.space (Kuala Lumpur, Malaysia): A streetwear haven for Gen Z and Millennials, b.space offers a constantly evolving selection of cult labels and rising stars. Their commitment to fresh discoveries ensures every visit is an exciting adventure.

Noteworthy brands: Ambush , A-COLD-WALL* , Acne Studios , ADER error AMI PARIS , Doublet , KENZO Mode , Kolor , Song for the Mute , Stone Island , WOOYOUNGMI , Y-3 Australia , Maison Mihara Yasuhiro, Palm Angels, We11done, etc.

1. Luxury Redefined:

• Club 21 Singapore (part of the Como Group) : A pioneer in bringing European luxury to Southeast Asia, Club 21 remains a prominent destination for fashion enthusiasts seeking a curated selection of high-end designer labels. Their journey from a small boutique to a regional powerhouse highlights the enduring appeal of luxury retail.

Noteworthy brands: Issey Miyake , rag & bone , Calvin Klein , Mulberry England , Paul Smith , The Donna Karan Company, LLC. , VETEMENTS GROUP AG , Bao Bao, etc.

• Designer Club (Taipei, Taiwan): Taipei's most extensive selection of contemporary and luxury brands finds a home in Club Designer's five-story flagship. The recent addition of home and lifestyle labels reflects a holistic approach to luxury living.

Noteworthy brands: Giambattista Valli , The Row, Haider Ackermann , AQUAZZURA , ELLERY , Mansur Gavriel , Olympia Le-Tan? , Greg Lauren , Johanna Ortiz , Tabitha Simmons , PIERRE HARDY , and Jonathan Simkhai, etc.

• DOVER STREET MARKET (INTERNATIONAL) LIMITED (Tokyo, Japan): Conceptualized by the visionary Rei Kawakubo, Dover Street Market elevates shopping to an art form. This avant-garde haven in Tokyo's Ginza district showcases a breathtaking selection of cutting-edge fashion, streetwear, and luxury brands, blurring the lines between retail and art.

Noteworthy brands: 路易·威登 , COMME des GAR?ONS , Prada Group , TOGA , Bode , The Row, Haider Ackermann, Midorikawa, and Unkruid, etc.

• Runway (Ho Chi Minh City, Vietnam): Vietnam's leading luxury destination, Runway, offers the most extensive range of designer labels in the country. Runway Vietnam’s duplex flagship boutique is housed within Diamond Plaza, a luxury shopping centre in Ho Chi Minh City that was newly renovated and expanded in 2023. Runway has three locations in Ho Chi Minh City, two stores in Hanoi and one in Hoi An. Since opening its first store in 2008, Runway has become a reliable go-to for international luxury brands as well as cutting-edge labels in Vietnam, where luxury consumption is poised to generate over EUR900 million in 2024.

Noteworthy brands: JACQUEMUS , Off-White , COMME des GAR?ONS, MARINE SERRE , Rick Owens , Alexander McQueen , Marni SELF-PORTRAIT , etc.

1. Pushing Boundaries:

• ENG (Shanghai, China): Targeting Generation Z, this futuristic, spaceship-inspired store offers a unique blend of luxury fashion and streetwear. ENG's philosophy of "Explore, Navigate, Generate" extends beyond physical shopping, fostering a dynamic digital experience. Founded by Sherry Huang, ENG is also known for collaborating with emerging designers and artists.

Noteworthy brands: Coperni Paris , Eckhaus Latta , courrèges , Diesel , HELMUT LANG , ADER error , Martine Rose , etc.

• KITH (Tokyo, Japan): This global streetwear giant brings its American flavor to Tokyo's vibrant Shibuya district. Kith Tokyo flawlessly blends urban fashion, art, and community, creating a space that celebrates both global trends and local street culture.

Noteworthy brands: Kith’s in-house label offers men’s, women’s and childrenswear, as well as a dessert brand, Kith Treats, in addition to accessories and footwear from BALENCIAGA , 阿迪达斯 , 新百伦 and more.

• Parlour X (Sydney, Australia): A pioneer in Australia's multi-brand scene, Parlour X remains an independent retailer championing a unique mix of international high-end labels, contemporary luxury brands, and rising Australian designers. Their curated selection caters to Sydney's most fashion-forward consumers.

Noteworthy brands: Maison Ala?a , BALENCIAGA, Bottega Veneta , courrèges , Chloé , COMME des GAR?ONS , DRIES VAN NOTEN , Isabel Marant , JACQUEMUS , KENZO Mode , LANVIN , Maison Margiela , MUGLER , VIKTOR&ROLF , etc.

Implications for Retail Professionals:

The evolution of these concept stores offers valuable lessons in consumer engagement, branding, and the global integration of fashion retail. For retail professionals in the industry, understanding these trends is crucial not only for career development but also for anticipating the future of retail in Asia and beyond. Engaging with these trends means adopting a mindset that values creativity, innovation, and above all, an understanding of the consumer’s evolving lifestyle.

>>> What are the next big trends in retail that these concept stores hint at? How can retail professionals prepare for these changes?

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