Expansion plans
THE brand new concept store for Crabtree & Evelyn opened recently in Pavilion KL.
Strategically positioned in Fashion Avenue, where beauty, lifestyle and fashion converge, the new store has a bigger space and plenty of bright lights.
Country Head of Crabtree & Evelyn for Malaysia and Singapore, Helen Lek says the new store is in line with the brand’s expansion plans.
“The aggressive plan to grow the brand and to reposition it is clear as the store has become more showcase-like allowing consumers to shop outside the store. The luxury of space on the inside also allowed us to adopt an open concept to display all product ranges so customers can have the mind-space and will be willing to spend more time exploring our goods,” explains Lek.
“The reason for this radical change was because we felt that it was time to do something different with the store format while providing an impact to our loyal and new consumers as the brand has been around a while.”
Clearly future plans have already been put in motion as the brand wishes to tap into potential markets.
“As we need to evolve along with our consumers, existing ranges will be further developed to suit our customer’s lifestyles whilst keeping it relevant. We have spoken to family members of our customers and apart from being made available online, we hope to soon produce a range of baby products as what is best for one individual must most certainly be the best for the rest of the family,” says Lek.
Having been in Malaysia for the past 14 years, Crabtree & Evelyn is well-known in Malaysia especially for its Gardeners hand care collection. –