updated 25 Apr 2013, 13:27
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Mon, Apr 15, 2013
ST Urban
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Brand new stores hit our shores
by Leslie Kay Lim

From lingerie to exotic bags, shoppers can expect more new-to-Singapore brands this year.

At Wisma Atria, three new brands will set up shop in the next three months: French lingerie brand Etam, multi-label Hong Kong boutique i.t and Italian label Liu.Jo.

Etam, which opens next month at 01-31, started selling stockings in Berlin in 1916. It was one of the first retail chains to sell lingerie in Europe. The Wisma store will carry lingerie, loungewear and swimsuits, with prices ranging from $19.90 for a pair of panties to $123.90 for nightwear.

Boutique i.t will open a 10,200sq ft store at 03-15 in June, offering clothing, footwear and accessories.

Launched in Hong Kong in 1988, it is known for stocking edgy Hong Kong and Japanese fashion labels, such as Izzue, b+ a b, 5cm, Fingercroxx, Tout A Coup, As Know As De Base, Mysty Woman, Pageboy and Venilla Suite. Prices start from $26 for a T-shirt to $299 for a jacket.

It is owned by Hong Kong fashion conglomerate group I.T, which also distributes European brands such as See by Chloe, Sonia by Sonia Rykiel and Maison Martin Margiela.

Italian clothing brand Liu.Jo will open at 02-14 in July, offering clothing, shoes and accessories priced from $69 for accessories to $369 for a pair of shoes. The brand started in 1995 as a knitwear retailer but expanded later to include shoes, jeans, and children's apparel collections.

Liu.Jo can be compared to British brand Ted Baker or Italian label Max & Co for its feminine casual style. British supermodel Kate Moss fronts its current spring/summer 2013 campaign.

Noting that "the profile of shoppers and tourists on Orchard Road has evolved, with a preference for individualistic and trend-setting brands", a spokesman for YTL Starhill Global Reit Management, which manages Wisma Atria, says these new-to-market fashion brands will enhance the mall's retail mix and keep things fresh.

Meanwhile, The Shoppes at Marina Bay Sands will welcome high-end bag brand Lana Marks next month at L1-41.

The American brand, started in the late 1980s, specialises in exotic leather accessories, such as clutches for the red carpet. Prices start from $3,000 for a wallet and $12,000 for a handbag. The store will also offer a bespoke bag service.

British actress Helen Mirren famously took her Lana Marks Cleopatra clutch to accept her 2007 Oscar for Best Actress.

Other celebrities, including British actress Kate Winslet and American actress Jennifer Aniston, have also been seen toting Lana Marks evening bags at awards ceremonies.

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