Vietnam boutique brands expand to Singapore amid rising demand

These labels, which do well among Singaporeans on their home turf, are setting up outlets to hawk trendy, affordable fashion

Along the first floor of Suntec City, a splash of lime green stands out from the other beige storefronts.

Loud decor – lime-green walls, lime-green floors, and a lime-green sculpture of a handbag the size of a coffee table – is a signature for Vietnamese fashion accessories brand Chautfifth, which opened its first permanent store outside Vietnam in September.

Tran Hoang Chau, the founder of the label who was in town for the opening of the outlet, said: “I made a lot of sales from Singaporean customers in my stores in Vietnam, and it got to the point when I felt confident enough to open (an outlet) here.”