Style Theory makes a push into the retail space

Subscription-based clothes rental company, Style Theory has launched its flagship store at 313@Somerset. The company, which has been operating online for the past three years, hopes to break down the barriers deterring consumers from renting clothes with the new retail store.

To help new customers understand their style and decide on what outfits to rent, Style Theory is offering free styling sessions at the store, said a press release. Those who have booked a session online will receive recommendations from?in-house stylists at the shop on how to dress better for their body types as they try on different clothing. They can also rent the pieces on the spot, if they choose to subscribe.

The 1,500 square foot space features?an immersive life-sized art installation, The Infinite Wardrobe, designed in collaboration with Laura Francois, a prominent social impact strategist and sustainability advocate. The three metres tall installation, created entirely with retired clothing from Style Theory, represents "a future where the dream of having an infinite wardrobe turns into reality through sharing clothing that are made to last".

The store will also serve as a collection and return point. A Build-Your-Own Welcome Kit section will be launched in November?for customers can pick out a curated selection of travel accessories, fashion items and other lifestyle items.

"Having successfully launched various pop-up stores throughout the years, we recognise that a physical space allows customers to easily find their perfect fit and interact with a like-minded community, which encourages them to embrace the idea of renting and reduce wasteful purchasing as part of the shift towards sustainable living,? said Raena Lim, co-founder of Style Theory.

Earlier this month,?Joshua Tan, who was the head of marketing at?Style Theory for two years, moved to?NTUC Enterprise as its head of CRM. Seconded to NTUC?FairPrice, he is tasked to?develop and enhance CRM marketing programmes, and coordinate across online and offline channels to achieve a seamless customer experience.