Singapore, May 2015 – Inverted Edge, the Singapore-based online retailer that features independent contemporary fashion designers, will celebrate its 2nd Anniversary by opening a brick and mortar retail presence in Scotts Square, a prime luxury mall in Singapore’s famous Orchard shopping district.

The Scotts Square door will enable Inverted Edge to deliver an in-store digital experience to customers, working with innovative technology application and hardware partners, and to be able to offer real world access to its rost er of new contemporary brands as well as its popular personal styling services.

CEO, Debra Langley, said, “We’ve always said we would create a brick and mortar presence when the time was right, because we’re focused on creating omnichannel initiatives. But we didn’t want to be just another shop. Our collaboration with the incredible thinkers at Qlik and Deloitte Digital, two of the world’s most innovative technology companies, will enable us to change the way customers engage with our products online, at the store level and at our events.”

Jonathan ReesExecutive Director and Leader of Deloitte Digital Southeast Asia said, “Deloitte Digital and Inverted Edge share the belief that Singaporeans deserve unforgettable shopping experiences that are personal and unique. Our collaboration revolves around fusing emerging technologies with creative thinking and business acumen, to create a seamless, market-leading customer sales and service experience.”

The experience that is being built for Scotts Square is slated to unfold in July, and will be replicated in Manifesto, a new concept store carrying international contemporary brands in the Capitol Piazza development in Singapore. Inverted Edge is the ecommerce partner for Manifesto, and the two retailers are aligned on their desire to create over the next six months a new and different retail experience for shoppers that brings together online and offline initiatives.

Donald Farmer, who is Qlik’s US-based VP Innovation and Design, said, “Truly innovative experiences emerge not only from new technologies but from a radically new understanding of business. Inverted Edge and Manifesto are planning something quite unique in their use of digital technology. They are not merely jumping on a social-media bandwagon: instead, they are tackling real and significant problems that face fashion retailers and answering those questions in new ways. In particular, they are designing fresh new ways of engaging with the stories we tell about ourselves and the clothes we wear and aspire to own. It’s a fascinating approach and a perfect partnership for Qlik’s Innovation and Design team.”

With access to the Scotts Square atrium space, Inverted Edge will also host a number of crea tive events for up-and-coming designers and special capsule presentations, similar to its recent TOKYO 3.0 showcase (12 brands) and New Zealand Fashion Designer capsule (10 selected labels). These events have become a hallmark of the different way that Inverted Edge approaches its retail proposition.

Brands that will be featured in the Scotts Square store include the collections of the Singapore winners of the Harper’s BAZAAR Asia New Generation Designer Award 2015, Silvia Teh and Lionel Low, a selection from the regional winners of the BAZAAR Award, as well as Japanese designers Divka and Atsushi Nakashima, plus Juliette Hogan, NOM*D, Zambesi and Kate Sylvester from New Zealand, Stylestalker from Australia and Fleamadonna from Korea.

The Scotts Square store opened on 15 May, 2015.


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