Retail
- Metro Retail Operations
Metro Retail Operations
RETAIL OPERATIONS
Since the opening of its first flagship store at 72 High Street in 1957 by the late Mr Ong Tjoe Kim (“王梓琴”), Metro has grown into one of the region’s most trusted and enduring retail names. Nearly seven decades on, that heritage remains the foundation on which Metro continues to reinvent itself – staying relevant to how customers live today, while honouring the values that have defined the brand from the start.
The retail division operates within a competitive environment shaped by structural shifts in consumer behaviour. Macroeconomic headwinds, including inflationary pressures, increased Goods and Services Tax and elevated operating costs, have contributed to more cautious consumer spending. At the same time, competition has intensified with the growth of digital platforms, regional travel and a broader shift towards experiential consumption.
In response, the Group has chosen depth over breadth – concentrating on the relevance and productivity of its existing footprint rather than expansion. Across its two core locations, efforts are directed towards sharper execution, more distinctive product offerings and greater operational efficiency, ensuring every square foot works harder for the customer and for the business.
A key priority has been the continued refinement of the Group’s merchandise strategy, with greater emphasis on in-house private labels and collaborations with international and emerging brands, supporting the ongoing evolution of its retail offering in line with changing customer preferences.
In parallel, Metro is advancing its transformation into a more integrated omnichannel retailer. By strengthening connectivity between its online and offline platforms, the Group has enhanced cross-channel fulfilment capabilities, enabling customers to transact seamlessly across stores. Data-driven insights support more targeted product curation, improved inventory management and responsive engagement across customer touchpoints.
K/WOODS, Metro’s exclusive private label, introduced its traveller series to cater to the growing demand for stylish, functional fashion driven by resurgence in travel and evolving customer lifestyles.
The Group’s Customer Relationship Management (CRM) programme remains a cornerstone of Metro’s customer engagement strategy, delivering personalised experiences, loyalty exclusives and curated offerings.
Operational excellence and customer trust remain paramount. Metro continues to uphold compliance with the Personal Data Protection Act 2012 and maintains governance frameworks to safeguard customer data across all digital and physical touchpoints.
Unlocking Metro’s Next Growth ChapterDuring the year, Metro advanced a series of strategic partnerships and initiatives that mark a deliberate evolution of the department store itself. Rather than organising retail around product categories, Metro is reorganising it around how customers actually live – unbundling the traditional store into a portfolio of distinct, curated and scalable concepts under a single roof. This is the foundation of Metro’s “House of Concepts” model, where proprietary and partner-led concepts each stand on their own while reinforcing the strength of the whole. Being scalable by design, these concepts give the Group the flexibility to operate as standalone formats beyond the department store, unconstrained by footprint or location.
A key component of this shift is the development of strategic partnerships. During the year, Metro entered into a collaboration with Shinsegae International, underpinned by exclusivity and providing access to premium lifestyle and fashion brands. Metro also established a partnership with the Seoul Business Agency, providing market access into Seoul’s retail ecosystem and supporting the introduction of new concepts and offerings.
A key component of this shift is the development of strategic partnerships. During the year, Metro entered into a collaboration with Shinsegae International, underpinned by exclusivity and providing access to premium lifestyle and fashion brands. Metro also established a partnership with the Seoul Business Agency, providing market access into Seoul’s retail ecosystem and supporting the introduction of new concepts and offerings.
In addition, Metro partnered with Samsung Electronics, providing a digital edge through next-generation instore technology, including advanced display capabilities that enhance the in-store environment and support customer engagement.
These partnerships are complemented by Metro’s own proprietary concepts, which bring the House of Concepts model to life on the shop floor. Across beauty, lifestyle and home, concepts such as MiniMuse, Metro’s luxury beauty discovery destination, and SleepLab, its experiential approach to sleep retail, give customers reasons to return that a conventional department store cannot. Complementing these is the launch of the ‘Treasured by Metro’ loyalty programme, deepening engagement and reinforcing the customer relationships at the heart of the business.
ACCOLADES
During the year, Metro received recognition across its retail operations, service standards and workplace practices:
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SINGAPORE
Metro Stores
Metro operates two department stores in Singapore under its flagship brand:
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Across both locations, Metro’s retail approach continues to be guided by its core principles of Design, Quality, Value and Service, while adapting to evolving customer expectations.
INDONESIA
Metro Trademarks
Metro granted PT Metropolitan Retailmart, which was divested in December 2019 to the Group’s existing partner, permission to use its “Metro” trademarks in Indonesia.
OUTLOOK
Singapore’s retail sector continues to face a challenging operating environment, with consumer sentiment weighed
by inflationary pressures and a potential economic slowdown1. Department store sales continue to face headwinds,
reflecting cautious discretionary spending. Retail sales are expected to remain subdued, as cost pressures, global
uncertainties and outbound spending continue to weigh on domestic demand2.
