Shinsegae Tomboy opens Studio Tomboy, VOICE OF VOICES stores in Singapore

Shinsegae Tomboy, a subsidiary of Shinsegae International, announced Thursday that it has entered the Singapore market.

The company opened standalone stores for Studio Tomboy and VOICE OF VOICES at Metro department store on Orchard Road. The openings mark the brands' first permanent retail presence overseas since their rebranding. Shinsegae Tomboy plans to use Singapore as a base for broader international expansion.

Shinsegae Tomboy partnered with Metro department store last September and ran a pop-up at the central plaza of Paragon shopping mall. The 11-day event drew more than 10,000 visitors, and sales far exceeded the company's targets.

Metro department store proposed a permanent presence after seeing that response, leading to the store openings. Metro currently operates two stores in Singapore and 17 department stores across Indonesia.

The Studio Tomboy and VOICE OF VOICES stores are located on the third floor of Metro department store, alongside global fashion brands. Studio Tomboy offers distinctive K-casual wear, while VOICE OF VOICES presents K-contemporary women's fashion.

The product lineup has also been localized. Given Singapore's year-round heat and humidity, the company expanded its range of lightweight, breathable fabrics and added layering pieces suited to the temperature difference between indoor and outdoor environments.

"Having strengthened the identity and product competitiveness of both brands through our rebranding earlier this year, we will pursue new growth opportunities in overseas markets," a Shinsegae Tomboy official said. "We aim to develop K-fashion brands that are loved not just at home but in global markets."