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Thursday September 13, 2012
By FADZILAH NAJUMUDEEN Photos by MUHAMAD ZUL HAFIZ BAHRIN and AHMAD MOHSIN
SKINCARE company Aesop recently launched their first signature store in Pavilion Kuala Lumpur.
The outlet features an inviting design that has been inspired by a kampung-style atap house.
Aesop co-founder Suzanne Santos said that, among their 56 stores worldwide, no two stores are designed the same.
“The design for this particular store has been based on the rich Malaysian culture here.
“We took elements of a traditional atap house and incorporated them into the store design,” she explained.
When Aesop first introduced their brand in Malaysia 15 years ago, there were definitely concerns about the concept of not getting through to the market.
“Before having our own signature store, we sold our products at counters in departmental stores located in Kuala Lumpur and Penang,” said Aesop Malaysia director Ken Lim.
Now, he feels that the market has accepted and understood their concept as a niche skincare brand.
The store which has been designed in collaboration with architects, Russell & George, took about three months to complete.
It features wooden slats for walls, folding doors and ceiling which provides a sense of protection and tranquillity to visitors coming into the store along with their subtle lighting and minimal branding.
“We welcome questions from our customers and our store’s trained consultants are always willing to help. We do not really push to sell our products as we want to make people understand the products first. Our store is definitely not flashy as compared to other stores. We do not feature models or pictures in our store and we only have a screen displaying information for our customers to understand the products better,” explained Lim adding that their customers are savvy, knowledgeable, sophisticated and intelligent.
The store also includes a copper sink which allows customers to sample and obtain advise on which of their wide range of skin, hair and body care products will suit them the best. Their products are distinguished by botanical and laboratory-generated ingredients of the highest quality.
With stores in many major cities around the globe including New York, Tokyo and London, Lim said that customers can expect more stores to open in 2013 including one in Bangsar Village and another in Penang.
Aesop’s signature store can be found at Level 3 of Pavilion Shopping Mall’s Fashion Avenue and is open daily from 10am to 10pm.
Aesop also has counters in several shopping malls including Bangsar Village 2 and Isetan Suria KLCC.
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