Evolution is key to celio’s success

SINGAPORE — They say it’s the little things that count. And French clothing brand celio takes that adage to heart.

“We strive to stay ahead by providing comfortable and well-cut pieces for the daily wardrobe, while adding our own twist through small details such as colour ranges, finishing and accessories,” said Marc Grosman, celio’s co-founder and owner.

“By constantly evolving our range, celio provides on-trend products for the modern man every season.”

Grosman was in town recently to commemorate the brand’s fifth anniversary in Singapore, with a revamp of its flagship boutique in Bugis+. Taking a cue from its Paris flagship boutique, the updated store here spans 1,600 sq ft and features pure and simple lines, embracing a minimalist architectural style, with raw elements such as wooden shelving, bare concrete floors, metal finishes and modular cubes.

Its open concept allows customers to easily view the entire collection from the entrance, with an “open and free” fashion space for customers to shop in.

“Celio, being of French origin, adopts the French way of thinking fashion in terms of elegance. Guided by our brand values of reinterpreting world trends and providing easy, decoded fashion to the urban male, it results in elegant, modern and accessible products that our consumers love,” said Grosman. “Together with our recent joint venture with the renowned Jay-Gee Group, we are in a strong position to increase the reach and penetration of the brand in Singapore and Asia, while continuing to reinforce our position as a leading brand in men’s apparel.”

The aim, he said, is to provide “the right style” for men with “masculine, accessible, relaxed and stylish fashion”. To that end, Grosman said celio plans to open at least one store “in a new mall in Singapore” next year, with the possibility of introducing the new concept in Kuala Lumpur too.

That’s not to say there weren’t any challenges on the road to success, he added. “The biggest challenge is that once you are ahead, you’re constantly being chased by the competition. This is why innovation is fundamental in our business. Another key element is to be quick by being able to make changes faster than others.”

According to Grosman, celio’s success can be attributed to three key factors: Focus, innovation and getting the right people.

“Specialising in menswear enables us to better understand the market,” he explained. “This allows us to better appeal to our consumers’ preferences and providing the right products for different aspects of their lifestyle. Always having new products, constantly incorporating new trends into our range (and) having the right people all around the world who are passionate about the brand and industry are integral (to our success).”