Parkson has opened a new department store concept in Kuala Lumpur, expanding its fashion and beauty brand portfolio in a bid to attract younger shoppers. The 110,000 sq ft store is located at Sunway Velocity Mall, with a high level of flexibility built in for store-in-store and pop-up concepts for maximising the number of brands it can bring in. General manager Adrian Cheah said the store aimed to create a warm and private environment for customers to try products, particularly for beauty brands, with the store-in-store and individual brand stations retail format. Beauty brands that will be available in the pop-up space are a mix of European and Asian labels, and in fashion younger labels are brought in. A few key home and lifestyle tenants are also included in the assortment.

Illustration 'Parkson Targets Youngsters' (png - 0.34Mo)