Giant electronics and home furnishings store Courts today officially opens its new store on Singapore's most famous shopping strip, Orchard Road, rubbing shoulders with the glitziest of brands.

'Courts is clearly targeting shoppers who love to shop at Orchard, but don't want to pay premium prices,' said chief executive Terry O'Connor.

The store occupies eight storeys of the OG Orchard building opposite Somerset MRT station that has been vacated by John Little, part of the Robinson's group. It has taken a nine-year lease.

Mr O'Connor said the firm was keen to maintain its value proposition for shoppers, despite higher city rents, made possible partly through strong relations with partners from whom the store can 'buy big' and extend savings to customers.

What has changed, he said, is the new store's concept and layout. It has been 'slightly altered' to appeal to the Orchard Road crowd.

Since the store now gets direct exposure to street-level shoppers, IT and

cash-and-carry items are on the ground floor to attract customers, he said. It also carries a wider range of items in different product categories, including IT accessories.

It is the first time Courts has dedicated two floors to IT and bedding products, Mr O'Connor added. Also on the store's ground level is an Apple concept store selling a full range of the premium brand's products.

The firm will also place bargain items on the street pavement directly outside its new premises.

Given the store's locality, tourists are also a big target market for Courts, which now provides goods and services tax refund services.

Its foray into the premier shopping district follows moves by other outlets offering similar goods.

For instance, Best Denki has outlets at Ngee Ann City and Plaza Singapura, while electronics goods retailer Harvey Norman has a store at The Centre point.

Real estate experts say the arrival of Courts is good for the shopping strip. Knight Frank executive director Danny Yeo says it 'bodes well for Orchard Road, which won't be complete unless you have offerings that can cater to all'.

Next up for Courts is the opening of an outlet in Serangoon, at The Nex shopping mall, later in the year, bringing the total number of stores to 11.

Source : The Straits Times © Singapore Press Holdings Ltd. Reprinted with permission.