is exactly what Connor already delivers in its home market.” Since its founding in 2006, the Sydney-based brand has opened more than 200 stores across Australia and New Zealand.  Designing for Singapore  The Bugis+ store debuts a new concept design tailored for Asia and is home to Connor’s full product range, adapted to Singapore’s warmer climate.  It will also feature fittings, alteration services and a 365-day free returns policy – an unusually generous policy in a region where many retailers offer far shorter return windows. “Bugis+ was a natural choice for the initial location as it sits in a vibrant, culturally diverse district known for shopping and dining, making it the perfect home for Connor’s first South East Asian international store,” he added.  The brand plans to launch a local e-commerce site with click-and-collect options. Over time, Connor will explore regional supplier relationships to shorten lead times and adapt more quickly to local tastes. “The upcoming launch of our local e-commerce site, enabling click + collect from store, will also enhance the customer experience, making it even easier for Singaporean customers to shop with us,” he said.  A market gap in menswear “Our customers navigate multiple roles throughout their day – from professionals in air-conditioned offices to fathers and sons at family dinners,” Whelan said. “They need versatile pieces that seamlessly transition between these different moments.” “Shoppers also have the option of going for smart separates – pieces that can be dressed up with a blazer or dressed down for hawker centre meals with their family. This way, they can easily dial the formalities up or down without compromising on style or comfort.”  Connor sees an opening in serving men who want more than basics but less than designer – those seeking reliable, on-trend clothing that fits both their budget and lifestyle. With its positioning, the brand hopes to win customers by making menswear approachable without compromising on polish. “In Singapore’s climate, we understand that customers prefer building an informal capsule wardrobe rather than investing in statement pieces, which is what you can find in our store,” Whelan said. “We provide adaptable essentials that they can rotate through their weekly routine.” According to Whelan, menswear has shifted globally in recent years as hybrid work models and casual dress codes redefine what “office wear” looks like. Singapore is no exception: traditional suiting has become less common, yet demand for polished, versatile workwear persists. “Office dress codes have become more relaxed in recent years,” he commented.  “Formal wear is not limited to the office. Special events can be treated as such without breaking the bank. We will offer Singaporeans a wide range of quality suits at a great price. Pick your fit, pick your colour – our team will make it easy for you.” The Asian growth ambition  The Bugis+ opening will be followed by two more stores in the country by the end of this year. The company also plans to launch into Malaysia early next year, with further Southeast Asian markets under review. “There’s a clear opportunity in the mid-market menswear space in Southeast Asia,” Whelan said.  “While fashion retail often skews female, the demand for stylish, great value menswear is growing, particularly among the rising middle class. Connor is well placed to meet that need with our accessible, versatile and stylish offering.” In many ways, Connor’s Singapore debut is as much about learning as it is about selling. The brand is using its first Asian store to test new concepts, observe customer behaviour and refine its positioning. Whelan hinted that what emerges from Singapore could shape Connor’s approach to Asia as a whole. “We’ll definitely explore all local efficiencies while operating at scale internationally,” he shared.  Challenges ahead The opportunity is clear, but so are the hurdles. Southeast Asia’s retail market is fragmented, with differing consumer preferences, price sensitivities and competitive landscapes. Singapore may be the region’s most affluent hub, but scaling into Malaysia or neighbouring markets will require careful calibration. “We have worked hard to establish a great business in Australia and New Zealand, and we intend to match those standards in Asia, while still localising our approach,” Whelan said.  “We will challenge ourselves to always consider what is best for our Singaporean customer and cater our product, service and store environment to their needs.” Further reading: How Aussie menswear brand Peter Jackson is suiting up for e-commerce expansion.