New Era Cap opens local flagship store to engage customers 'first hand'

American headwear company The New Era Cap Company will open a flagship store at Singapore's VivoCity in June 2018. In a statement to Marketing, its spokesperson said that the company has always considered Singapore to be a gateway to Southeast Asia. New Era also believes that its strong sport heritage and international lifestyle appeal will be widely received by a culturally diverse market such as Singapore.

New Era specially chose VivoCity as the location for its flagship store as it sits in the heart of the city and provides easy access to Sentosa, the spokesperson said, adding that this gives the brand a "first-hand approach" to engage consumers. It will also create products that are exclusive to Singapore.

As part of the opening, New Era partnered with Universal Music Singapore for a giveaway involving Rolling Stones and Guns N Roses.

New Era's spokesperson said that it is committed to working with more local talents in the art and music industries, as well as support local events that truly represent the brand's DNA, such as ULTRA Music Festival.

"We do believe we are our biggest competitor. At New Era, we always strive for better products and services wherever we are expanding. Thus, establishing our first New Era Store in Singapore will enable us to better understand the local consumers," the spokesperson added.

New Era declined to comment on Marketing's queries on who will be leading the team in Singapore and if it will be working with agencies for the launch.