Singapore – Metro Singapore has been chosen as the first international retail partner of South Korea’s Shinsegae International in a strategic alliance that will debut with an exclusive pop-up showcase at Paragon from September 25 to October 5, 2025. The event will present six Korean fashion brands and include a cross-cultural art collaboration between Singapore’s PHUNK Studio and Korean label Studio Tomboy, as Metro expands its positioning in the local fashion market.
The brands who will be present are Studio Tomboy, Man on the Boon, JAJU, Voice of Voices, Rawrow, Vidivici. Moreover, the collaboration extends beyond the pop-up, with these brands taking permanent residence in Metro Paragon through October 31, 2025, offering Singaporeans exclusive access to Shinsegae’s curated fashion portfolio.
Moreover, the partnership’s creative centrepiece features a groundbreaking design collaboration between renowned Singaporean art collective PHUNK Studio and Korean brand Studio Tomboy. This cross-cultural artistic fusion weaves together traditional motifs from both nations—from Korean architectural carvings to Peranakan colonial patterns—creating a distinctive square tile design that celebrates shared heritage.
In this latest MARKETECH APAC feature, we recently caught up with Henry Christian, head of loyalty, marketing & partnerships at Metro Singapore to discuss this partnership and what this means for the future of lifestyle retail in Singapore in the years to come.
Learning from a retail pioneer to drive lifestyle transformation
For Henry, the partnership with Shinsegae International represents a pivotal moment in Metro’s strategic evolution. With Shinsegae having already achieved what Metro aspires to become—they successfully transformed from a traditional department store into a sophisticated lifestyle curator that defines trends rather than follows them.
“What makes this partnership so valuable is learning from Shinsegae’s mastery of lifestyle curation while bringing our deep understanding of the Singapore market to the table. Both companies share the same philosophy of innovation, design excellence, and customer-centricity, but Shinsegae’s advanced approach to retail innovation provides us with invaluable insights for our own transformation journey,” he explained.
He added that this collaboration demonstrates Metro’s commitment to partnering with the world’s most advanced retailers.
“By selecting us as their first international partner, Shinsegae validates our potential and positions Metro as the destination where Singaporeans will discover the future of lifestyle retail—guided by global leaders who have already redefined what modern retail can be,” he noted.
Balancing legacy and trust for modern repositioning
Metro began as a small shop in 1957 and expanded to open Metro Supreme House in 1971, which The Straits Times at the time described as a ‘model for modern lifestyle stores’, reflecting the company’s long-standing focus on setting retail trends. For Henry, this legacy is what allows to balance both the heritage the brand stands for while also keeping in touch with the latest retail trends.
“Our approach is both/and, not either/or. We listen to our customers across generations and curate a mixed portfolio that serves both our loyal heritage shoppers and emerging younger demographics,” he said.
For the upcoming launch of Metro’s Minimuse—the multi-labels lifestyle retailer is set to launch a curated world of luxury beauty in miniature, targeting younger consumers with sample-sized beauty and wellness products designed for discovery, travel, and gifting. This will then allow shoppers to experiment before committing to full-sized purchases. Simultaneously, the retailer will also maintain their established beauty counters for existing customers who know exactly what works for them.
“This dual approach honours our 68-year legacy while embracing innovation. People remain at the foundation of everything we do—we just serve them across different touchpoints and experiences,” Henry said.
Cutting through Singapore’s crowded premium retail scene
Given Singapore’s crowded luxury and premium fashion scene, Henry explained that they shifted from a competitive mindset to a collaborative one, given that in today’s retail landscape, Metro needs to build partnerships, not more competition.
“Our collaboration with Shinsegae International exemplifies this philosophy. On the surface, we might appear as competitors in different markets, but we found common ground and shared goals that brought us together,” he said.
Moving forward, Henry said that they are actively building more retail alliances, including with local Singapore brands. For him, Metro’s greatest differentiator is its 68-year legacy of trust and their proven track record—hence they’re here to stay.
“What sets us apart is our ability to redefine Singapore’s retail scene through innovative partnerships, our obsession with excellent service, and our deep understanding of what Singaporean customers want. We’re not just following trends—we’re creating them, just as we did when we opened Metro Supreme House over 50 years ago,” he added.
Creating O2O integration for a seamless omnichannel journey
For this partnership, Henry said that Metro has plans to roll out new digital initiatives in the coming months, including an overhaul of its loyalty program aimed at more personalised engagement and meaningful rewards for different customer groups. An updated e-commerce platform is also on the way, promising a smoother shopping experience and a wider range of products.
“For the Shinsegae collaboration specifically, we’ve created an integrated experience. The exclusive pop-up at Paragon Atrium showcases all brands and products, but customers have the flexibility to purchase through our e-commerce platform or use click-and-collect in-store. This gives shoppers the convenience of discovering products physically while completing transactions through their preferred channel,” he said.
He added, “This omnichannel approach ensures that whether customers engage with us online, in-store, or through social media, they receive a consistent, premium Metro experience.”
On strengthening Metro Singapore’s brand equity
Based on this partnership, Henry stated that Metro is closely monitoring brand awareness and customer sentiment as key measures of its progress, while also tracking a range of supporting indicators. These include brand perception metrics such as consideration among target demographics, share of voice in fashion and lifestyle discussions, and improvements in Net Promoter Scores across customer segments.
The company is also focusing on customer engagement indicators like new customer acquisition—particularly among younger shoppers—along with gains in customer lifetime value and cross-category purchasing.
Moreover, market position is being assessed through media coverage sentiment, social media engagement and the quality of brand mentions, as well as industry recognition and interest from potential international partners.
For long-term equity building, Metro is watching customer retention rates following collaborations, the potential for repeat partnerships with Shinsegae and other global brands, and its standing in surveys of top-of-mind retail destinations.
“Success for us means becoming the go-to partner for international brands entering Southeast Asia, while simultaneously being recognised by Singaporean consumers as the curator of the world’s most exciting lifestyle and fashion innovations,” he concluded.
