When Crabtree & Evelyn announced the closure of all its physical stores in Singapore and moving all points of sale online, fans of the brand were devastated. Snaking queues formed at the stores, which held closing down sales with discounts of up to 70 per cent. Then came the news that the UK-based brand was shutting down all of its physical stores worldwide, except for a retail concept store in the UK, and that it was filing for bankruptcy protection in Canada. That was in the beginning of this year.
Now, six months on, the brand is relaunching with a new identity and aesthetic, and here are four things you need to know about it:
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1. What’s different?
Up until July 10, customers could still get their favourite hand creams, bath products and more — the brand also offers shortbread, tea blends, fudge and preserves under its Fine Foods collection — on the website. But the days of the nature-inspired packaging of Crabtree & Evelyn are over – the brand re-evaluated its entire product range and has made the decision to scrap what it used to offer in order to better meet the needs of current consumers. The packaging now is much more minimalist and, of course, Instagrammable. Besides the websites (you’ll get redirected depending on your location) going through a refresh, the various verified Instagram accounts of the brand, including that of Singapore’s, have also been wiped clean of all posts, as Crabtree & Evelyn gears up for this relaunch.
2. When is it happening?
On midnight of July 16, customers will see a revamped website with the new products that the brand offers. You can check out the US website to see a preview of the new products, but only a selected collection will be available for sale on the Singapore website come this date.
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3. What are the products available?
For the relaunch, there will be two distinct lines named Crabtree and Evelyn Rose. Crabtree is a non-gender-specific line that has beauty, body and lifestyle products comprising a facial foam, hand cream, body bar soap, body lotion, shower gel and a fragrance, while Evelyn Rose carries a facial foam, hand cream, body lotion, body oil, body moisturiser and fragrance.
Prices start from $15 for a 25ml hand cream to $118 for a 100ml perfume.
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4. Will Crabtree & Evelyn open any physical stores after this relaunch?
The short answer is yes. Crabtree & Evelyn is planning to launch several concept stores in key cities around the world, which promise to offer customers a new shopping experience in line with its new tagline: Born Curious. Grown Wild. But as of now, there are no news as to whether or not Singapore will be one of the cities on its radar. So we’ll just have to wait and see, and shop online for the time-being.