Welcome to Setting Up Shop, a new series in which we take you around the world to the most dynamic and emerging luxury shopping hubs, introduce you to the customers, and get an understanding of what makes the local market tick.
In a season of buzzy creative director debuts, the first look at Demna’s Gucci was among the most anticipated. To unveil ‘La Famiglia’, an initial capsule collection ahead of the designer’s full ready-to-wear rollout next season, Gucci brought brand ambassadors and celebrities to its store in Singapore’s gleaming Marina Bay Sands’s The Shoppes — its only outlet in Southeast Asia and one of just 10 global launch locations.
“Singapore has become a lot more sophisticated than before,” says Hazel Chan, SVP of retail at Marina Bay Sands hotel. “That’s why you see Gucci doing this here, because there is this core group of customers who appreciate fashion and will pay for it.”
Despite Singapore’s modest population of 5.9 million, its inclusion alongside Asian megacities such as Beijing (22.5 million), Shanghai (24.8 million) and Tokyo (37.4 million) underscores its growing momentum as a luxury retail hub. Singapore is known for its opulence — as displayed in 2018’s blockbuster Crazy Rich Asians — and for the world’s biggest brands, it’s become fertile ground for reaching a luxury customer willing to spend.
“Singapore is outperforming peers — most forecasts show luxury sales rising between 7 and 10 per cent in 2025, even as China slows and Hong Kong faces volatility,” says Amrita Banta, managing director at Agility Research Strategy. “Unlike volume-driven markets, Singapore offers high return on investment [ROI] per store. Demand is resilient, inelastic and fuelled by over 240,000 millionaires — many of whom are from outside Singapore.”
Tourists are the lifeblood of Singapore’s luxury retail scene, sustaining steady foot traffic and high spending even during global slowdowns. “Strong international visitor demand drives Singapore’s retail landscape,” says Cherie Lee, lifestyle and attractions director at the Singapore Tourism Board, which reported 11.6 million arrivals in the first eight months of 2025 and tourist shopping receipts equating to $1.26 billion in the first quarter of the year.
I count myself among them. I’m in town for the Singapore Grand Prix, where that appetite is palpable. At Marina Bay Sands — where Gucci just feted its new collection, and where there’s the world’s only floating Louis Vuitton Island Maison — Formula One drivers Lewis Hamilton and Charles Leclerc host a meet-and-greet, while 25,000 crypto investors, who’ve flown in for Token2049, the city’s largest blockchain conference, mingle nearby.
Once defined by duty-free convenience, Singapore has evolved into a testbed for the global luxury economy — a place where concepts are incubated before being scaled to Jakarta (Indonesia), Bangkok (Thailand) or Ho Chi Minh City (Vietnam). “Singapore is now the indispensable launchpad for Southeast Asia, both as a quality-assurance hub and a controlled test environment for innovation,” says Banta. “Buyers from Indonesia, Malaysia and beyond come here for regulatory trust and authenticity. Brands use Singapore to trial experiential concepts before expanding regionally.”
The proof is in the openings. According to Savills’s Global Luxury Retail report, Singapore ranked fifth globally for new luxury store openings in 2024 — ahead of larger markets like Los Angeles and Dubai. The momentum has carried into this year. Coach has expanded beyond retail into lifestyle, unveiling the Coach Bar — a speakeasy-style cocktail lounge inside its Coach Play Singapore Shophouse on Keong Saik Road — alongside the Coach Coffee Shop in Weave, the new lifestyle precinct at Resorts World Sentosa. In January, Audemars Piguet introduced the world’s first AP Café at the historic Raffles Hotel, blending hospitality and horology. Tom Ford has also strengthened its local presence with a flagship at Paragon shopping centre, complete with made-to-measure services for Singapore’s increasingly discerning clientele.
Confidence in the ultra-luxury segment now extends beyond fashion. In 2025, Raffles Sentosa Singapore opened as its first all-villa resort, with 62 private villas nestled amid lush greenery. The pipeline continues to grow: Aman is preparing its Singapore debut with a landmark project at The Skywaters — a 63-storey skyscraper set to become the city’s tallest when it opens in 2028.
The case for Singapore is clear. Here’s what you need to know before joining the world’s top luxury players in setting up shop.
The lowdown
At the heart of Singapore’s luxury retail landscape remains Orchard Road, a 2.5-kilometre stretch that serves as the city’s main shopping and lifestyle district. Here, upscale hotels such as Mandarin Orchard and the St Regis sit alongside malls like ION Orchard, Ngee Ann City and Paragon, which together house a concentration of global luxury brands, from Chanel to Louis Vuitton. Yet, the city’s retail energy is decentralising.
Across the island, new enclaves are emerging, reflecting a shift towards experience-led shopping and lifestyle integration. Among them is New Bahru, the creative compound by the Lo Behold Group that has transformed a former school campus into a curated hub of independent designer stores, cafés and culture-led boutiques. Meanwhile, The Shoppes at Marina Bay Sands has solidified its status as one of the region’s most influential luxury addresses.
When opening a store in Singapore, brands should plan to go big. “The in-store experience had to evolve,” says Chan. “That’s why we began building more flagship stores and duplexes — to give brands the space to engage deeply with clients through private VIC [very important customer] rooms and immersive zones.” Chan adds that the pandemic transformed the mall’s customer base, which was previously 80 to 90 per cent tourists. “The silver lining was that we managed to pivot and connect with locals who had either never shopped with us or never shopped in Singapore.” The mix now is 50-50, she says.
Today, Marina Bay Sands maintains a steady rhythm of openings and experiential activations. Recent arrivals include Chinese jeweller Laopu Gold’s first boutique outside of China, Gentle Monster’s first duplex store in Southeast Asia, and Alo Yoga’s flagship debut, bringing luxury athleisure to the city’s fitness-focused crowd. Homegrown names such as design studio Beyond The Vines also add local depth to the mix.
Beyond the city centre, Sentosa, an island off the nation’s southern coast, is positioning itself as a premium retail and hospitality enclave. “The new mall here [Weave] opened around July and is still expanding,” says Hui Ling Lee, store manager at Vilebrequin, the St Tropez-based swimwear brand that recently unveiled its largest Asia flagship at Weave. “They want to make Sentosa a premium destination because it’s one of Singapore’s most-visited places. Families come here every weekend — to the beach, the oceanarium or the restaurants. The footfall is incredible.”
Lee notes that shopping is woven into everyday life. “People here are busy — they eat out often, they meet friends in malls. So the shopping experience becomes part of their lifestyle. Every mall is constantly upgrading, refreshing, repainting — always competing, but in a positive way. If a premium mall attracts 10,000 visitors a day, that’s constant, high-quality traffic.”
According to YouGov, nearly half of Singaporeans have planned to purchase a luxury item within the last year. But how they shop — and for what — has changed. “Behaviour is more intentional, valuing trust, quality and cultural engagement over conspicuous status,” says Agility Research Strategy’s Banta. “Affluent consumers are increasingly seeking quiet luxury brands like Brunello Cucinelli and Loro Piana they can build long-term relationships with.”
The city’s affluent class — it’s home to more than 330,000 high-net-worth individuals (HNWIs) — has grown up alongside global brands, and now demands more meaning for their money. They are among the most digitally engaged luxury consumers in Asia: according to Fedex Business Insights, more than 70 per cent of affluent shoppers research products online before visiting stores, using digital channels for discovery and validation before committing in-person. Although the county’s luxury e-commerce market, valued at $1.2 billion, is forecast to grow nearly 8 per cent annually through 2030, per Ken Research, the physical store remains central, with single-brand boutiques commanding over a third of luxury sales.
“Singapore shoppers are incredibly savvy,” says Yeo Mui Hong, CEO of Orchard Turn Developments, which manages ION Orchard. “They know the brands, the collections, the trends — but what they value now is connection. They want to be part of the story, not just the audience.” That sentiment defines the new consumer, who expects personalisation, impeccable service and relevance to their lives.
Retailers are responding with immersive, content-driven experiences. At Marina Bay Sands, large-scale activations such as Hermès’s ‘On the Wings of Hermès’ theatre performance and Chanel’s ‘Magical House of Chanel’ winter wonderland drew regional visitors. Come November, Chanel will stage a replica show of its cruise 2025/2026 collection in Singapore, the sole global location for this exclusive showcase following its original presentation at Lake Como this year. Towards the end of the year, Hermès, too, will return with ‘The Silky Way’, an experiential showcase dedicated to its iconic scarves.
For this new generation of consumers, luxury is about belonging. “Our members and shoppers cherish being invited into a world that feels special and private, whether that’s a preview of an upcoming collection, an intimate members-only event, or a serene escape within the ION Suite. These experiences humanise luxury, making it relatable and deeply personal,” says Yeo.
At ION Orchard, Yeo’s team has redefined the mall as a cultural platform. “We strive to curate moments that transcend retail — from Grand Prix-themed showcases to art exhibitions and 3D content projects that bring the space to life,” she says. During the 2025 Singapore Grand Prix, ION’s ‘Live the Race’ campaign transformed the mall into a motorsport-inspired village, while its ‘Another Sphere’ activation used augmented reality to blend art, gaming and shopping.
Art and culture are increasingly part of that strategy. In April 2024, Australian artist Amanda Parer’s Lost in Enchantment installation turned ION’s outdoor plaza into a glowing botanical garden, drawing record footfall, Yeo says.
Pop-ups, too, continue to drive engagement. Coach’s pop-up in homage to its cult Tabby bag featured live customisation by local artists Tiffany Lovage and Aeropalmics, while cognac producer Hennessy’s ‘Crafted’ exhibition introduced visitors to the brand’s heritage through multisensory storytelling. Elsewhere, lifestyle-driven retail is gaining traction. At New Bahru mall, visitors attend morning coffee tastings, while Vivino’s flagship at Raffles City combines a wine bar, tapas lounge and visual reality-led recommendations.
“Retail staff play a huge role, too,” adds Rebecca Ting, creative director and co-founder of Beyond The Vines. “They’re not just sales associates — they’re storytellers. We train them to understand the design intent behind every product so that every interaction feels meaningful. Our stores are community hubs that bring design closer to people.”
Meet the shoppers
Audrey, who works in education, was out shopping for the annual celebration Children’s Day, a national holiday in Singapore often marked with gifts, but ended up finding a few things for herself. “There are so many brands here, so I always come,” she says of Marina Bay Sands. She picked up a scarf from Longchamp — “Singapore air conditioning can be very cold, so I like to carry one in my bag.” She loves the mix of stores. “There’s a good variety, fast fashion and high-end brands together, and the environment makes it really enjoyable.”
On a quick shopping trip before heading to Universal Studios, Sam and his family were picking up a few things at Weave Sentosa — new Adidas trainers for him and a Coach bag for his wife. They’re usually based in London (and originally from Australia), but are in Singapore on a business trip tied to the F1 weekend. “We’ve got clients here for the race,” explains Sam. “I thought I’d bring the girls this time so they can experience it — hopefully we’ll even get to meet Lewis Hamilton.” They’ve been enjoying the city’s shopping scene between outings. “Anywhere in Asia, people [sales associates] are just more forthcoming and willing to help,” he says. “It’s 100 per cent better than what you’d find back in England or Australia.”
A live streamer working in the mall, she was browsing for sportswear on her day off. “The collection here is much more diverse,” she says, noting the mix of brands as one of the mall’s strengths. Ling enjoys the variety of stores — from affordable to mid-range to luxury — and says the service is noticeably better than elsewhere. Still, she observes that most shoppers are tourists. “Not everyone can afford to buy here,” she explains. “Many locals just come for lunch or dinner and then leave.” While Ling likes the atmosphere and the occasional pop-ups, she avoids the cheaper OEM stalls — those selling imitation versions of branded goods — that appear from time to time.
Visiting from China, the pair were shopping for Alo, a brand they can’t find back home. “We don’t have this brand in China, so we came here just for it,” they explain. The couple mostly shop for clothes and say the experience in Singapore feels familiar, but with standout service. “The communication here is easy — that makes a big difference,” says Zhang.
Michelle and Abby were doing some last-minute shopping at the Coach Coffee shop at Weave Sentosa before flying back to the UK later that day. “I wanted to try the iced chocolate, and she wanted to look at the distressed Maple bag,” Michelle says. The pair, in town after watching their nephew compete in the World Para Swimming Championships (where he won two silvers and a bronze), decided to round out the trip with a family break in Sentosa. Michelle, a neuropsychologist, says she enjoys shopping in Singapore for its calm pace and attentive service. “It’s not so crowded like in the UK — [here] you have time to look, and the staff are so helpful.”
Joshua was visiting the newly opened Gentle Monster eyewear boutique, a brand he first discovered in New York. “In New York, it was so expensive — and no tax rebate — so I wanted to shop here instead,” he tells me. A frequent traveller, Joshua enjoys exploring local stores wherever he goes. “Before I travel, I like to shop locally.” Though he doesn’t have a favourite label, he says Singapore offers a strong mix of international and local brands, and he tends to buy whatever catches his eye.
City quirks
If you’re looking to find space in Singapore, plan to do so indoors. Singapore’s climate, consumer habits and infrastructure make air-conditioned environments a necessity.
“Open-air retail just doesn’t work here,” says Chan. “The weather doesn’t allow it. In London or Paris, you can stroll down Regent Street or Avenue Montaigne, but in Singapore it’s simply too humid. One mall tried to build an outdoor street concept, and it failed badly.”
That project was envisioned as a youth-focused, semi-outdoor hub for events and pop-ups. Despite early excitement, it struggled to sustain traffic. Instead, malls have evolved into Singapore’s de facto streets. Within them, shoppers linger for hours, moving seamlessly between luxury flagships, cafés and art installations without having to step outside.
Safety, too, plays an underacknowledged role in shaping consumer behaviour. “In London, people might think twice about wearing jewellery on the street,” Chan says. “In Singapore, you’ll see everyone wearing it. It’s incredibly safe, and that gives people confidence to express themselves through what they wear.”
Singapore’s equatorial climate also influences the way brands curate collections. “Seasonality doesn’t exist here,” Chan notes. “That’s a challenge for brands whose identity is built around winter collections. But Singaporeans travel constantly — they ski, they shop abroad — so there’s still a demand for those products.” It’s why labels like Moncler have invested in expansive flagships despite the perpetual summer: local consumers buy for the world, not the weather.
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Place your bets
As competition intensifies, lifestyle convergence is becoming a strategic differentiator in Singapore. “There’s big growth there because people don’t come here just for pure shopping; they really want to experience different dining,” says Chan. “Wellness is another thing that is really growing fast. And for retail, it’s mostly the lifestyle brands. Even brands that aren’t available elsewhere tend to grow significantly faster than others.”
Innovation should underpin every touchpoint, says Yeo, pointing out that Decathlon uses RFID inventory robots and two-hour islandwide delivery, while Love Bonito integrates real-time stock visibility across its stores and online channels. Furniture retailer Gain City offers AI-generated 3D home layouts, and Scanteak employs chatbots for customer service and logistics.
Meanwhile, malls like ION Orchard are layering exclusivity with eco-conscious initiatives. For example, their Green Points reward scheme encourages shoppers to make environmentally responsible choices — such as bringing reusable bags and containers, or purchasing sustainable products. The mall’s first-of-its-kind Sustainable Takeaway programme helps to reduce single-use waste by allowing shoppers to borrow reusable cups from six participating cafés or food containers from a Muuse booth. Shoppers simply scan a serialised QR code to borrow the items and return them within 30 days.
It’s something malls will continue to focus on, as sustainability becomes increasingly important to the Singaporean consumer. “In Singapore, because all our resources have to come from outside, we always try to recycle and reuse everything,” says Vilebrequin store manager Lee, noting that Weave was revamped to boost its sustainability. Indeed, the redesigned complex incorporates energy-efficient ETFE roofing that reduces solar heat gain, biophilic landscaping that brings greenery throughout the space, and smart ventilation systems that cut energy use, which is all part of Resorts World Sentosa’s broader goal to become a carbon-neutral destination by 2030.
With its compact scale and regional pull, the city stands as both a mirror and a testing ground for what luxury retail in Southeast Asia could become next.
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