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Fashion Robinsons Returns To Singapore, Mere Months After It Closed

Robinsons Returns To Singapore, Mere Months After It Closed

Robinsons Returns To Singapore, Mere Months After It Closed
By Pakkee Tan
By Pakkee Tan
June 10, 2021
The 163-year-old retail establishment, which closed in January 2021, is returning—but not in the way you might think

After ending its operations in January 2021, long-time Singapore retail establishment Robinsons announced today that they would be returning to Singapore as a fully digital department store. The new retail player will be under new management, and has appointed Jordan Prainito, the former managing director of Canningvale Australia, an Australian online business, as its new managing director.

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“I’m excited to be relaunching such an iconic brand. The brand has a rich history, and it strongly resonates with Singaporean and Southeast Asian customers,” he said in a press statement. “It just needs to be catapulted into the 21st century.

“The global pandemic has expedited the mainstream adoption of online shopping. We think now is the right time to pivot to a digital-first strategy. Singaporeans are avid online shoppers, Robinsons Online will not disappoint. The website is easy to navigate, visually pleasing, perfectly curated, and will provide a trusted, safe and secure checkout process.”

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Jordan Prainito, the new managing director of Robinsons Online (Photo: Courtesy of Robinsons)
Jordan Prainito, the new managing director of Robinsons Online (Photo: Courtesy of Robinsons)

The Prainito family owns Canningvale, a 40-year-old retailer that sells bedsheets, towels and home accessories, which has undergone a successful digital transformation in recent years.

“We’ll apply the learnings from Canningvale’s digital transformation, where we saw e-commerce sales increased tenfold in under five years. This was achieved through a combination of sourcing expertise, range clarification, system automation, marketing expertise, and a forensic focus on our customers,” Mr Prainito added.

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According to the press release, the online retailer will carry “a value oriented, rationalised product offering of over 200 specially-curated brands” and will also stock exclusive collaborations that will make their debut on the new site.

Robinsons shuttered earlier this year, citing changing consumer tastes and cost pressures such as rent, according to the Straits Times. Previously, it occupied prime retail real estate at The Heeren, where it had 186,000 sq feet of space over six floors, Raffles City Shopping Centre and Jem.

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Fashion Robinsons Department Stores Singapore

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