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[Singapore] Digital Style Brings A New Style Of IT Retail

Singapore-based IT retail chain Newstead Technologies, better known for its Apple-centered Nübox stores, has launched a brand new concept store that aims to revolutionize the IT buying experience. Digital Style, the company’s first multi-brand electronics store at IT haven Funan DigitaLife Mall, carries an impressive range of consumer electronics products under six different categories: Entertainment & Media, Gaming, Home Computing, Mobile Communications, Office & Professional and Ultra Mobile & Business.

Unlike traditional IT retail outlets where consumers browse through products categorized by brands, Digital Style instead groups products from major consumer technology brands by functions and specifications and according to how consumers would use them in its 2647-square feet store.

Experiential Retail

“With over 13 years of retail experience in Singapore, we recognize that consumers are buying differently today,” says Evelyn Chua, business development and marketing manager of Newstead Technologies. “For example, today’s consumers buy a laptop that match their preferred lifestyle needs such as gaming or mobility. We see the need to fill that gap in the market with a store like Digital Style, that is a purveyor of lifestyle IT products.”

According to Chua, experiential retail is a vital component to the concept behind Digital Style, hence the store is specially designed to allow shoppers to easily try out products at various kiosks. For example, the “Gaming” zone features latest notebooks and desktops along with game controllers, while the “Mobile Communications” zone is packed with smart phones and cutting-edge tablets coupled with latest accessories to complete the entire experience.

And despite increasing competition from the four major Singapore IT shows that attract hundreds of thousands of budget-conscious consumers in search for a bargain, Chua says that there are many shoppers who would prefer this form of shopping instead. “There are definitely many shoppers who prefer not to squeeze with the crowds at those shows just to save a few dollars,” she explains.

As with their growth plans for its Nübox brand of stores, Newstead Technologies is also bullish about Digital Style and plans to open another five outlets islandwide in the next three years.

You can find Digital Style at Funan DigitaLife Mall, #03-32, 109 North Bridge Road.



Daniel Goh is the founder and chief editor of Young | Upstarts, as well as an F&B entrepreneur. Daniel has a background in public relations, and is interested in issues in entrepreneurship, small business, marketing, public relations and the online space. He can be reached at daniel [at] youngupstarts [dot] com.

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