July 15, 2010
Orchard Road. Filled with the glamour and glitz of the newest gadgets, most aspirational fashion, and must-have brands. Often at hard-to-have prices.
Courts was determined to change that, by bringing its renowned value to Singapore’s most famous shopping belt.
Established in Singapore for over 35 years, Courts has gained a loyal customer base in the heartlands.
So it turned its sights to Orchard Road to showcase its cutting edge technology and stylish home furnishings. Targeting uptown locals, foreign residents and tourists, it chose to set its 10th store among brands and retailers where competition is the fiercest in Singapore: Orchard Road.
The Idea & Execution
Why have a store when you can have a whole building?
Courts took over all 8 levels of 228 Orchard Road, recently exited by another retailer, and gave customers a peek of the value to come with its ‘Entry Sale’.
Its uncompromising idea? Bringing its heartland value to Orchard Road, like never before.
And the icon to herald the arrival of hard-core value? The iconic street sign itself.
With renovations finally over, the store officially opened its doors on 3 July. It was a grand affair filled with music, entertainment, celebrities, sandwich boards, and of course unbeatable deals.
Eager shoppers queued well before the store opened its doors. In the first weekend of trading, 10,000 customers snapped up the exclusive bargains. This drove sales to 20% above already high forecasts.
Orchard Road has never looked this glitzy or great on value.