/buh-rack/ • noun A phygital

A phygital fashion concept store.

Barrack will be the first of its kind retail concept signifying a new era of retail fusion replacing traditional shopping mall.

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Retailer Merge O+O (online + offline)

Phygital simply combines the element of brick & mortar and e-commerce. This allows fashion sellers to optimize their market share by maximizing their sales potential from both online and offline platform, without the heavy capital or overhead investment.

Barrack serves as an exciting destination for them to experience fashion retail with a convergence of four elements being live streaming, e-commerce, physical and events.


Our Consumer Target Audience

What kind of business owner are you now?

Barrack offers physical retail stores starting from $1,200 per month but with holistic solutions that takes your mind of thinking of how to increase your operations, administations, logistics and even sales.

E-commerce owners who have moved offline but are struggling to make ends meet

E-commerce owners who have a big following and do not have an incentive to move offline

E-commerce owners who are looking to move offline but are deterred by costs

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Barrack will be the first of its kind retail concept signifying a new era of retail fusion replacing traditional shopping malls

In your retail space, you will have a Display Area, Storage Spaces, Fitting Room & Work Area. But we also offer all tenants Warehousing Solutions, Logistics Solutions and Live Streaming Studios that are available at all times.

There is ample parking space available at a 1 min walk away from Barrack at Grandlink Square.

Barrack will undertake the following marketing activities to boost the awareness of the retailers to drive traffic in-store at no extra cost on top of your rental. These activities include:

  • Live streaming sessions with DJs and famous live streamers. You may also host your own live streaming sessions
  • Events such as fashion parades that features your products, seasonal events & promotions, workshops, styling competitions, garage sales, fashion blogger meet ups, closed door events, launch events, live music performances and even a pop up bar. All these events are catered to involve our tenants that are keen to participate and gain more exposure
  • Digital efforts such as online advertisements, social media marketing, Barrack website feature, emailer marketing, influencer marketing, media outlet coverage
  • Physical marketing efforts such as flyer distributions featuring your brand, food tastings to attract crowds and partner shoutouts.

We want to help all our tenants grow in their business, as such, Barrack provides start up fashion sellers with a ready made platform to scale their business.

From regular workshops with successful fashion entrepreneurs, mentorship programs and a large business network, an eco-system of like-minded entrepreneurs to do cross marketing and exchange learnings, and a holistic system coming soon to support growth through technological integration.

Barrack will also invest marketing dollars to bring awareness to brands.

Our team carefully curates the selection of retailers to ensure that their offerings complement each other and provide a well-rounded shopping experience. We take into consideration factors such as product categories, target demographics, and market positioning to create a cohesive retailer mix that benefits both retailers and customers.

Our criteria to be a Barrack tenant is:

Fashion brand

  • Product price point between $30 – $100/piece
  • Robust business & marketing plan
  • Original, Authentic, Creative and Quality design
  • Strong brand story
  • Professional images of products ready for sale
  • A clear vision of brand’s visual merchandising

We are located at 710 Geylang Road, a 4 min walk from Paya Lebar MRT

Operating Hours:
Monday – Closed
Tuesday to Friday – 5pm to 8pm
Saturday to Sunday – 12pm to 8pm