New Luxury Retail Concept by F J Benjamin ‘Avenue on 3’ Opens in Paragon

Fashion retail company F J Benjamin Holdings (FJB) has returned to the luxury market with the opening of their new retail concept “Avenue on 3.” Located at Paragon, one of Singapore’s premiere upscale malls along Orchard Road, the boutique boasts an 8,000-square-foot area overlooking the shopping centre’s atrium from the third floor.

“We had a lot of time during the COVID-19 lockdown to think of how we want to do things differently for our customers, how to make their shopping experience more exciting and experiential, and essentially, how we wanted to reimagine the business of F J Benjamin,” Group CEO of FJB Douglas Benjamin said in a press release.

Avenue on 3 aims to draw shoppers with their impressive collection of highly curated luxury footwear from brands, such as Alaïa, Aquazzura, Gianvito Rossi, Giuseppe Zanotti, Loewe, René Caovilla, and more. It’s unlike any other upscale fashion store the company has opened in the city-state.

“The luxury market in Singapore has been remarkably resilient, outpacing the broader market. The population of high net worth individuals in Singapore has increased significantly in recent years, and with rising wealth comes a corresponding increase in demand for luxury goods and services, which bodes well for Avenue on 3's success in Singapore.”

Apart from their selection of luxury shoes, the boutique also houses a 40-seater café, a bar that serves coffee in the day and champagne and caviar in late afternoon, a space by artisanal Lebanese chocolatier Patchi, and beauty suites where customers can have their facials, massages, and manicures.

For more details and updates, visit Avenue on 3’s website or follow them on Facebook and Instagram.