SPC Group Opens Paris Baguette Store in Singapore’s ION Orchard Mall to Establish It as the Flagship Store

SPC Group Opens Paris Baguette Store in Singapore’s ION Orchard Mall to Establish It as the Flagship Store

SPC Group said on 23rd that it has opened a Paris Baguette ION Orchard store in Singapore’s ION Orchard Mall.

The ION Orchard store is located on the first basement floor of the mall, a shopping complex located on Orchard Road, the heart of Singaporean culture and bustling area, with a capacity of 281 square meters and 70 seats.

SPC Group plans to run the location as a flagship store representing the Paris Baguette brand in Singapore, and differentiates it from the existing stores in the city-state to provide special products and services.

First, SPC Group will introduce three types of ‘Signature Bread,’ which are made from ‘Sangmi strain,’ a Sourdough starter that combines native yeast with homegrown lactic acid bacteria discovered and developed by the group, for the first time in Singapore. In addition, 22 kinds of ‘All-Day Dining’ menus will be available, including brunch menus as well as vegetarian and children’s menus. Beer cocktails using tea from SPC Group’s premium tea brand ‘Teatra’ will also be offered.

Its interior space was also arranged differently from other stores. French-style furniture is placed and the ceiling interior is reminiscent of the sky, providing the feeling of being on an outdoor terrace.
An SPC Group official said, “Despite the COVID-19 situation, stores in Singapore are doing well, including the Paya Lebar Quarter store, which was launched in August this year, receiving good reviews from consumers. We will accelerate our effort to move into the Southeast Asian market with new menus and services in the new flagship store.”

To date, SPC Group has been operating 11 Paris Baguette stores in major commercial districts in Singapore since it opened the first store in 2012. In addition, it is running eight stores of Shake Shack and Eggslut after winning an exclusive franchise in Singapore. SPC Group is actively engaged in the business in Singapore as a foothold for the whole Southeast Asian market, which is one of the three global growth axes after the United States and China.