Another victim of the pandemic?
AW Lab in Suntec City, September 2018
The sneaker retailer is now closed, permanently. According to a former staff, all four stores ceased trading at the end of last month, which would have been AW Lab’s third anniversary of operations on our island. They were one of the three foreign-owned companies to open on our shores. The Italy-headquartered AW Lab, one of the largest multi-brand sportswear sellers in Europe, with “more than 200 stores world-wide” (according to their Facebook ‘About’), exited their business here rather quietly. Their last Facebook entry for their SG business was on 30th November, of a pair of Adidas Continental 80. On Instagram, they had an identical post on the same day. There was no official announcement, no media reports (they are, after all, not Robinsons), nor closing down sales, with long queues to draw other closing down sales hunters. It was a discreet exit.
AW Lab debuted in November 2017 in Suntec City Mall, with a 2,630-square-foot AW Lab store that was described by the media as “whopping” and touted by the retailer as this continent’s first. Head of Asia, AW LAB, Giuseppe Nisi, told members of the press at the store’s launch, through a media statement that “We are thrilled to bring AW Lab to Asia for the very first time. Singapore’s close proximity to high growth markets in Asia is a choice location for many global companies, including us—especially with today’s youths well acquainted with Western trends and the latest street wear movements.” That thrill was not intense enough and their “play with style” positioning not compelling enough to allow their stores here to go beyond three years.
AW Lab on the last day of their operation, 29 November
In fact, by mid-November this year, sneakerheads noticed something amiss. All AW Lab stores were looking rather lean, in terms of stock levels. Their usually rather impressive selection of Nikes, for example, was reduced to only those few they were getting rid of. The stores clearly appeared as if they had arrived at their end of days. But even a week before they permanently shuttered, a large poster was spotted hung on their windows, announcing a “Clearance Sale”. It also urged shoppers “to keep following (them)”, assuring that “there will be surprises”. When we asked a staffer at the Suntec City store if they were closing, seeing the way the store was, he replied with a terse, “I don’t know”. By 30 November, posts in Facebook began to appear, showing the stores shuttered. FB users began confirming that all four stores—in Suntec City Mall, Tampines 1, Westgate, and Wisma Atria—were closed for good. On Suntec City’s web directory, AW Lab is still listed, but with the word ‘closed’ in parenthesis, next to the store’s name.
The retailer that quickly replaced AW Lab in (at least) Tampines 1 and Wisma Atria is In:famous, also a sneaker shop (in operation since at least 2012), but one that seems to cater to the back-to-school crowd, with an unusually large number of plain white kicks. When we asked one of the the salespersons if this is a new iteration of AW Lab, she quickly said, “no, we are not the same company.” Over at Foot Locker in Suntec City Mall, we noticed that the store was busier than usual, and wondered aloud to one of the staff if the closure of AW Lab was good for them. He laughed and said, “Yah.” And then he added, “Former staff over there told us business had been bad.” It would not be unreasonable to assume that the pandemic has claimed yet another victim.
File photos: Galerie Gombak