Robinsons to return as online department store, five months after exiting physical retail

ROBINSONS Singapore is returning to Singapore as an online department store, about five months after closing its last physical outlet in January.

Robinsons Online will go live on June 24, 2021, and feature more than 200 brands that will include some familiar names as well as home-grown and new-to-market brands, Robinsons said in a press statement on Thursday.

Incoming managing director Jordan Prainito, who is the former managing director of Canningvale Australia, said he will use his experience from leading the Australian online business to bring Singaporeans an online shopping experience that "will not disappoint".

"The global pandemic has expedited the mainstream adoption of online shopping," said Mr Prainito. "We think now is the right time to pivot to a digital-first strategy.

"We'll apply the learnings from Canningvale's digital transformation, where we saw e-commerce sales increased tenfold in under five years. This was achieved through a combination of sourcing expertise, range clarification, system automation, marketing expertise and a forensic focus on our customers."

The Robinsons Department Stores Online head office is based in Singapore and the company will hire Singaporeans to fill various positions. It has already hired two former Robinsons' employees.

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"Robinsons is a Singaporean icon," Mr Prainito said. "If it is to respond to the needs of Singaporeans, it must be run by the people who understand the market."

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