SINGAPORE (Sept 17): It is a Tuesday evening, but Orchard Road is relatively busy. At Mandarin Gallery, several shoppers drift in and out of the Superdry store. Half of them are tourists, browsing through the racks of vintage-inspired T-shirts, camouflage jackets and denim. Over at Vivo city, another Superdry store appears as busy; about a dozen shoppers are milling inside as a queue forms at checkout.

The London-listed fashion brand entered the Singapore market in December 2014, after signing a 10-year agreement to be part of the portfolio of brands distributed by FJ Benjamin (FJB) Holdings in Singapore, Malaysia and Indonesia. Yet, the urban cool label, which counts David Beckham and Ed Sheeran as fans and Idris Elba as a design collaborator, has not quite helped turn around the flagging fortunes of the fashion retail house.

FJB, which sees itself as a brand builder developing retail and distribution networks in Asia, was once riding high on burgeoning consumer demand for both high street and haute couture. At its peak, the group’s stable included luxury labels Lanvin and Gucci, and watch brand Girard-Perregaux. It also created its own labels and nurtured budding designers.

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