Strides in Singapore: Primer Group opens two stores in Funan Mall, the country’s latest digitally savvy, social retail space

July 11, 2019

As one of Singapore’s most well-known and classic retail icons, Funan Mall, evolved from a mere go-to place for tech and IT products to a “social retail platform that leverages on technology”, two of Primer Group of Companies’ brands- Herschel Supply Co. and Dr. Martens- joined the transformation as both brands open their doors in the exciting new location and commit to bringing a one-of-a-kind retail experience to customers.

Along with the launch of the 889,000 sq. ft. space that is “set to become the center of commercial, social, and cultural activities in Singapore’s Civic District”, Dr. Martens welcomed customers in their latest 620 sq. ft. flagship store, while Herschel invited guests in their 596 sq. ft, second free-standing store last June 28, 2019.

Ás part of giving life to Funan Mall’s passion themes Tech, Craft, Play, Fit, Chic, and Taste, both stores of Herschel and Dr. Martens commits to bring together experiential and activity-based retail and to further explore vertical retail experiences.

As a playground of innovative retail concepts, Funan Mall features a unique Tree-of-Life centerpiece with plug-and-play retail pods that host pop-up stores. Moreover, as Funan elevates a tech-enabled user journey, most retailers are incorporating innovations to enrich their in-store experience, such as an Internet of Things (IoT)-themed store, interactive in-store experiential concepts and robotics.



Mr. Chris Chong, Managing Director, Retail, CapitaLand Singapore, said: “From Funan Centre in 1985 to Funan The IT Mall in 1997, and from Funan DigitaLife Mall in 2005 to Funan today – each change represents an evolution of the mall’s positioning to serve the needs of different generations of consumers. The reimagined Funan relaunches the mall as a social retail space for discovery, learning and shopping, underpinned by a digital layer of customer experience to enhance satisfaction. With this configuration, CapitaLand aims to support retailers in embracing opportunities in the brave new world of bricks-and-clicks by attracting and growing a responsive and vibrant community, powered by an ecosystem of sensors and analytics to deepen consumer insight. As Funan enters a new era, we remain committed to innovate Funan’s offerings to keep its retail platform dynamic and relevant.”



With a concept revolving around an industrial, stripped down environment, the new Flagship store of Dr. Martens will carry the full Dr. Martens range across men’s, women’s, kids and also present an extensive range of products that sit at the heart of the brand. Consumers also get the opportunity to purchase limited edition exclusive designs that are only available in the new Funan store. These exclusive designs have all been inspired by generations of individuals who have expressed themselves through their love for Dr. Martens. The footwear styles sit on chunky outsoles, use soft oily leathers and clash of prints with punk spirit from an eclectic and alternative edge – all of which are underpinned by the yellow stitch synonymous with DM’s.





“We are delighted to have this new Flagship Store opening for us in Asia at the Funan Mall, Singapore. This store will showcase the best of Dr. Marten’s Iconic styles that have stayed relevant over the last six decades as Dr. Martens reaches its 60th anniversary in 2020, as well as Seasonal styles that reflect the trends of the times. This store will be a Brand Beacon for Singapore and the Region in an exciting new digitally enabled mall for the millennial customer.” said Juergen Strafe, President of Dr. Martens Asia Pacific.



Housing their latest product releases, the second freestanding store in Singapore of the Vancouver, Canada-based company shall carry the full Herschel Supply range- from Bags, Accessories, Travel, and Apparel- and also present an extensive range of products which sit at the heart of the brand.


Consumers also get the opportunity to purchase the latest Fall 2019 collection, first to be seen in Funan Mall.

After experiencing 15% growth during the last fiscal year, Herschel Supply shows no signs of slowing down. This continued success has led to partnership opportunities with globally renowned brands such as Kevin Butler, WTaps, Hello Kitty, Coca-Cola and Disney.


Dr. Martens Flagship Store and the second Herschel Supply Co. freestanding store in Singapore are located in Funan 107 North Bridge Road.

Follow Herschel Supply Co. Singapore on Facebook (Herschel Supply Singapore) and Dr. Martens Singapore on Facebook (Dr. Martens Airware Singapore) and Instagram (@drmartenssg).