Club 21

Singapore’s most established multi-brand luxury retailer has become a global omni-channel proposition with technology at its core.

Vital statistics

  • 1972 Established
  • Private Type
  • 1,001 - 5,000 Number of employees
  • 320 Stores
  • COMO House
    6B Orange Grove Road
    Singapore, Singapore

Key people

  • E L Goh Regional General Manager
  • Christopher Cheong Creative Director

Menswear Q&A

Company Snapshot

Club 21: Singapore’s Original Multi-Brand Retailer

Club 21: Singapore’s Original Multi-Brand Retailer

SINGAPORE — Founded in 1972 by internationally renowned retailer and entrepreneur Christina Ong, Club 21 began as a small boutique in Singapore’s Tanglin Shopping Centre. Over the next four decades, Club 21 has expanded across the Asia-Pacific region, to include doors in Australia, mainland China, Hong Kong, Indonesia and South Korea. Club 21 pioneered international multi-brand retail in its native Singapore, and did much in educating and informing Singapore’s menswear consumer base. Although a comparatively late entrant into the e-commerce market in 2012, Club 21 has invested significantly in the sector and continues to impressively grow its online operations.

BoF sat down with Christopher Cheong, creative director of Club 21 menswear.

BoF: How has Club 21 maintained its market position?

CC: Our forte is in our sound understanding of what our markets demand, how consumption patterns have evolved and what is trending now. These insights inform the way we edit our buys and the way we present and curate our collection in a manner that engages our customers. We are an authoritative voice in the markets in which Club 21 Menswear are present. We have also been very game-changing in terms of introducing new and directional designers to our markets, an approach that our male customers have come to expect of us over the years. There are few, if none, others that come close to the scale of what we can and do offer in terms of product range, service and shop experience since we started.

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Company Snapshot

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