Italian kid’s brand taking baby steps in S-E Asia

Singapore — Chicco has a well-established Italian children’s brand, is spreading its wings. And it decided to open its largest concept store in Asia right here at Tanglin Mall as a foray into the South-east Asian market. With 58 years of experience, it must know what it takes to make sustainable products that grow with a child. We find out more from Stefano Colombo, head of Asia & Emerging Markets, Artsana Group (Baby Care).

Q: Is sustainability in the kids’ retail market a big trend?

A: Yes, sustainability is a trend that we have observed. As such, we try to incorporate as many useful functions as possible into our products, which helps ensure that the product has longevity and, in a way, becomes more eco-conscious.

Q: What do parents really want in kids’ products?

A: Products that combine both trendy design and function. This means that a product needs to look fashionable but also be functional and very user-friendly as well. As such, here at Chicco, we continue to try and incorporate functions into our products that extend the usability of the product through the stages of a child’s growth. For instance, our new Chicco Polly Progress Highchair incorporates five configurations such that the product can be used from birth when fully reclined to when the child grows bigger and it can be used as a booster seat.

Q: Why did Chicco decide to open its first store now and in Singapore, given the poor retail climate?

A: Chicco’s brand philosophy is to provide as many solutions as possible in addressing the needs of parents and children — and this is done through the products that we provide, which range from nursing, juvenile, toys to apparel and shoes. As a cross-category brand, we are placed in a pretty unique position in our industry as we are able to efficiently showcase all of our categories under one roof at our own Chicco store. Opening a store here in Singapore is Chicco’s first step into the South-east Asian market, as we consider Singapore to be an important gateway to other countries. We already have plans to expand to other markets. We still feel it’s important to begin our first step in the region here in Singapore. Marianne Wee-Slater