M)phosis making comeback in Century Square
Singapore fashion label M)phosis has closed not only all its home-territory stores, but has also pulled out of Indonesia, Malaysia, the Philippines and Vietnam with only its stores in China still trading.
However, it re-opens in Century Square mall today despite the trademark expiring last year. The brand has been bought by apparel retailer Decks, which also owns Surfers Paradise and Island Shop.
Earlier, then-director Hensley Teh said M)phosis had a “severe cash-flow situation”. In its heyday, the brand had had more than 30 outlets across 11 countries including Japan, Thailand, Australia and Hong Kong.
“It was once one of the most successful brands and it still has a following here, as well as overseas,” says Decks MD Kelvyn Chee.
As part of the refreshed branding, the M)phosis store will be more tech-savvy as Decks looks at installing a smart fitting room this year.
M)phosis will also launch an e-commerce store next month, followed by another outlet in the central area and another two to three in Malaysia by the end of this year.