What To Know About Avenue On 3, A New Retail Concept At Paragon
The multi-label lifestyle concept store promises an elevated retail experience like no other.
F J Benjamin—the fashion retail company that introduced single-brand boutiques in Singapore—returns to the luxury market with the opening of Avenue on 3, a new multi-label lifestyle concept store overlooking Paragon Shopping Centre’s atrium from the third floor.
The swanky 8,000 square foot boutique sees a highly-curated collection of trendy footwear from brands including Alaïa, Aquazzura, Gianvito Rossi, and Giuseppe Zanotti. In addition to the dazzling array of stylish shoes, Avenue on 3 also retails eyewear, handbags and jewellery from premium brands—think Linda Farrow eyewear, handbags from Valextra, Tom Ford, and Lanvin, as well as jewellery from Oscar de la Renta, among others.
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Photo: Avenue on 3
Avenue on 3
Elevating the retail experience further is artisanal Lebanese chocolatier Patchi, as well as a 40-seater café and a bar that serves coffee during the day and champagne and caviar from late afternoon. Plus, there will be special suites for facials and other spa treatments where customers can try out skincare products from the likes of Dr. Barbara Sturm and MZ Skin.
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Photo: Avenue on 3
Avenue on 3
And that's not all—the new retail concept will also introduce its own customer relationship management smartphone app, which will extend rewards to its member base for purchases made.
Douglas Benjamin, Group CEO of FJB, said: “We had a lot of time during the COVID-19 lockdown to think of how we want to do things differently for our customers, how to make their shopping experience more exciting and experiential, and essentially, how we wanted to reimagine the business of FJ Benjamin.”
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Photo: Avenue on 3
Avenue on 3
P.S.: look out for Italian luxury house Bottega Veneta's pop-up store, featuring products exclusively available at Avenue on 3.
Avenue on 3 is located at 290 Orchard Rd, #03-46 to 56 Paragon Shopping Centre.