SINGLE-BRAND concept stores are not a new, er, concept. Elite brands have opened such outlets over the decades to provide customers with the type of experience not available in your standard multi-brand shop.
In the field of IT, Apple always comes to mind. And for an experience encompassing the audio realm, there’s Bose, which has its one-brand stores spread far and wide across the globe, with three of them located in Malaysia.
The latest of these has just opened at 1 Utama Shopping Centre (New Wing), Petaling Jaya, a venture by Noriko Sdn Bhd, an authorised premium reseller for Bose. The company, which comes under the umbrella of Singapore listed company Thakral Group, already has a Bose concept store in Penang.
Expounding on the single-brand concept at the launch of the outlet on April 18, Bose Southeast Asia and Korea market development leader Christian Rojas explains:
“We want to give the costumer a premium experience, along with a higher level of knowledge (from store personnel) and exclusive engagement.
“It is a personalised experience, not just for audio products, but also for our growing number of wearable and wellness products.”
Bose isn’t new to Malaysia, of course, having had representation here (via a Singapore distributor), for decades. Currently, apart from the Noriko’s two single-brand Bose outlets, there is another such store in Suria KLCC, plus a general reseller at The Gardens Mall. Why another store?
“We have studied the market here over the past eight months and have found that there is great growth opportunity in Malaysia,” Rojas said.
The Bose store at 1 Utama will carry the full range of Bose products; these include wireless speakers and headphones, and soundbar/subwoofer systems.
“We want to provided as much value as possible,” said Rojas, adding that the level of service offered at Bose-only stores was also one way of countering grey imports into the country. Bose products carry a global warranty.
“We keep prices reasonable, but we are not a discount brand. As for counterfeits, our products have technologies that are difficult to replicated.”
Evelyn Chua, senior manager (regional operations and marketing, SEA) with Bose’s Singapore premium reseller One Futureworld, revealed that promotional activities would be held in the coming months to familiarise the Bose brand with a younger generation of music lovers and audio enthusiasts.
“They like to experience things, they look for things that go viral. Our products are suitable for youngsters, so we will be targeting them in our campaigns.”
Bose Corporation was founded in 1964 by Dr Amar G. Bose, who was a professor of electrical engineering at the Massachusetts Institute of Technology. Since then, Bose has grown to be one of the most recognisable brands in the audio industry, moving into domestic, automotive and public spaces. The company is also one of the market leaders in the field of noise-reduction technology for headphones.