Featured image: AW LAB
Expect new arrivals every three weeks
Like its stores in Europe, the AW LAB Singapore store will change its key collections every three weeks. Think fast fashion for sneakers.
“It is absolutely great to see consumers going into the store every week and asking ‘Hold on, did you change the store again?’ because we love to explain the new arrivals that AW LAB carries,” explained Pujolar.
A focus on women’s footwear
AW LAB chooses to focus more on female consumers, who make up 50% of its business currently.
“We mainly focus on women. We offer a great sportswear collection with a spin on the latest fashion trends with an amazing and energetic consumer experience,” said Pujolar.
Store exclusives and more
You can also expect exclusive collaborations and colorways that are unique only to AW LAB Singapore. These exclusives will be created in collaboration with big name brands such as Adidas, Jordan, Nike, and PUMA.
Store exclusives we spotted at the AW LAB Singapore launch include the Adidas Tubular Shadow priced at €100 (approx. S$159.30).
Other exclusives on offer include the store’s “The Art of Essential” collection, which features six sneaker designs from brands such as Adidas, PUMA, and New Balance in exclusive colorways such as black/gold and tan/white.
Malaysia and Thailand next
Following the launch of its Singapore store, AW LAB plans to open more brick-and-mortar stores in Malaysia and Thailand.
Singapore was chosen as the location for the first AW LAB store in Asia because it is, as Pujolar said, “the perfect window to the Asian market”.
An online store is also in the works
The European sneaker retailer has plans to launch its first online store for customers based in Asia. It will carry all the AW LAB products available in-store.
AW LAB Singapore is located at #01-341/342, Suntec City (West Wing), 3E Temasek Boulevard, Singapore 038984.