Retail case studies: Reinventing Retail Venues

High-end retailer VENUE creates Singapore’s first mobile retail container store with hard-nosed persistence and out-of-the-box thinking. “Necessity is the mother of invention” and it could not have been more true for VENUE Asia, a local retailer of high-end apparel designed by iconic masters such as Alexander McQueen and Philippe Starck.

When the company was looking for a suitable location to open its second lifestyle-retail store, the scene was desert dry. “We looked into different malls. They were all pretty much the same. We short listed some locations but they had existing tenancies which meant we’d have to wait 2 years before opening our second store,” explains Jacqueline Tan, Marketing Manager of VENUE. Just when it seemed impossible for the company to expand its retail presence, the team had an ingenious epiphany – to transform a shipping container into a mobile retail store. “The idea gripped us and soon we were talking about how we could move the container from one place to another if it was successful,” says Jacqueline. Out of necessity, VBOX, Singapore’s first luxury retail container store was born. The container was imported from Vietnam and outfitted with windows, storage, wide-screen plasma TVs and custom-made interiors. To create a 360 visual experience befitting of a lifestyle store, the container was also equipped with sleek gadgets such as the Apple iMac and Microsoft Xbox.

Pioneering Challenges

“It was quite difficult to get the store set up. There was no one to turn to for help because it’s just something that has never been done before,” recalls Jacqueline. The team had to find a way to import, transport and outfit a 40ft container weighing some 3700kgs. They also needed to get approvals from authorities to set up the container at high traffic areas like Clark Quay and Orchard Road. Fortunately, the Singapore Tourism Board (STB) bought the idea and agreed to support a test run of VBOX under the Uniquely Singapore brand. That helped smooth the way for VENUE to clear the other regulatory hurdles - a process that took around 3 months.
“We had to figure out everything ourselves,” says Jacqueline. “It took us quite some time to understand all the criteria and regulations. Because we were pioneering a new concept, we didn’t fit the criteria for grants and other assistance schemes.”Similar challenges awaited VENUE in the private sector. Landlords had no idea how to go about renting to container stores for a couple of weeks. Some were not keen on the idea because they thought the container would compete with nearby retail tenants.VENUE persisted and in June 2006, VBOX snuck up on shoppers at the Millenia Walk. The test run was a resounding success which led to VBOX popping up at CHJIMES, Clark Quay, Orchard Road and, recently, at the Starhill Gallery in Kuala Lumpur, Malaysia.

Rewards and Accolades

In recognition of VENUE’s pioneering and innovative achievements, the Managing Director of VENUE, Alexander Hascher was awarded the “Tourism Entrepreneur of the Year” at the Singapore Tourism Awards (2006). The greatest reward for VENUE, perhaps, is the idea that VBOX now occupies in the minds of customers. As the container darted from location to location, it gave the impression that VENUE was everywhere. “Some customers thought we had 10 containers at the same time,” Jacqueline smiles. Beyond The Box

Now that VENUE has “got the regulations” pegged, other companies, keen on having their own VBOXes, are hot on their heels. “We’ve had all sorts of requests to make custom VBOXes for cosmetics, watches, cars and even tourism centres,” says Jacqueline. “If you have an original concept which is suitable for your brand, stick with your gut and pursue it. But do a super job or don’t do it at all,” Ms Tan heeds those entering blue oceans or pioneering new concepts. The opportunity to build custom VBOXes would never have cropped up if VENUE had caved into challenges and given up on its idea.

How VENUE Pioneered a New Retail Concept

1. Thought “out-of-the-box” when everything seemed impossible.


2. Canvassed for support from Government agencies.


3. Proposed, planned and implemented a “test run” of the concept.


4. Persisted in spite of challenges faced in the private and public sphere.

Practical Tips for Retailers

1. Have an original concept – copying others will not lead to the same success.


2. Ensure your retail concept suits the essence of your brand.


3. After you’ve assessed the costs, use your resources wisely to create a stunning, head turning project.


4. Think through your ideas, present them well, and you will be able to drum up corporate support at an early stage - which is also proof that you have an exceptional concept on your hands.

Quoted from Enterpriseone