THERE'S A MART FOR EVERYONE

Not just your regular eMart, the LifestyleMart, the Singapore Armed Forces' (SAF's) new concept store, will be a one-stop shop for Operationally Ready National Servicemen (NSmen) and their families.

Come mid-April, the SAF's new concept eMart will open at SAFRA Mount Faber. Named the LifestyleMart, the store aims to bring not only greater convenience to servicemen, but also a taste of military living to the public.

A team from the SAF's Headquarters Supply (HQ SUPPLY) has been working with one of the existing eMart contractors, ST Logistics, and SAFRA, since November 2009 to bring the concept to fruition.

Explaining the need for such a store, Colonel (COL) Lam Sheau Kai, Chief Supply Officer, HQ SUPPLY, said: "We understand that it is inconvenient for NSmen to patronise the eMarts in the camps, especially after working hours. This new centrally-located LifestyleMart will enhance accessibility for the entire NSmen population by being open after normal office hours and on weekends."

He added: "This allows our service personnel to remain well equipped and goes towards maintaining a high level of operational readiness within the units. With this emphasis and convenience, it will also enhance NSmen's commitment to defending Singapore."

And the new store will not just focus on fulfilling the needs of NSmen.

"Since SAFRA clubhouses are patronised by servicemen and their families, it's important that the LifestyleMart appeals to the public too. We want them to know that the SAF is more than just uniforms and boots," said Mr Lee Choong Min, vice-president and general manager of ST Logistics' Fulfilment Logistics Department.

The opening of the new store is also timely because of the recent review of eMart credits. With effect from January, NSmen have the flexibility to take an advance from their next allocation of credits should they require more credits to equip themselves adequately, especially for high-key overseas exercises.

A one-stop shop

Measuring 6,000 sq ft in floor area, the LifestyleMart is almost eight times larger than the eMart at The Chevrons, the only other eMart not located in a military camp.

"Because of the space, we have the opportunity to bring in a wider range of products and make it a concept store that retails military-inspired lifestyle products," said Mr Danny Loh, the club manager of SAFRA Mount Faber. Shoppers can expect to see products such as fashionable garments, bags and accessories, military figurines and pixelised souvenirs on the shelves at the new LifestyleMart.

Envisioning the LifestyleMart to be a "one-stop shop" for servicemen, COL Lam said: "The store will provide items that NSmen from all three Services use. And services relevant to servicemen such as name-tag embroidery and uniform alterations will also be available."

The new store also means NSmen now have another place to properly dispose of old or unwanted personal equipment such as uniforms. They can also drop the gear off at the Army Logistics Base in Choa Chu Kang Road or at any eMart. These collection points were established to prevent the misuse of the gear by non-SAF personnel.

Something for everyone

Besides being visually appealing, the LifestyleMart will be entertaining for anyone who walks through its doors, be they servicemen, their family members, or members of the public.

"Much effort was made to thoroughly understand the needs of our NSmen and commercial retail requirements since it is important that we achieve a balance between the two to provide a total retail experience for customers," explained COL Lam.

The idea is to offer something for everyone in the family. Elaborating on this, Mr Lee said: "The serviceman goes to the eMart section to get whatever he needs, while his children go off to another section to play games. Meanwhile, his wife walks to another section to browse through military-inspired products."

Added Mr Loh: "The store will even have a cafe, so while waiting for items to be packed, you can sit down in a cosy corner, enjoy a coffee and have a pastry."

In terms of the store's design, Ms Josephine Ejlersen, senior manager of ST Logistics' Fulfilment Logistics (Retail) department, considers it to be the first of its kind. Adapted from the designs of LASALLE College of the Arts students through a competition organised by ST Logistics in August 2009, the interior of LifestyleMart will carry "a raw, lofty feel like that of a warehouse, created using a lot of natural wood and oxidised metals."

She added: "We've made it quite masculine in a way, as our customers are predominantly male. However, the earthy colours and feel will also appeal to children and females."

With so much in store, be sure to check out the new LifestyleMart at SAFRA Mount Faber in April!

Shop Talk: What service personnel think of the new eMart concept

"It's good that the new eMart is looking into being relevant to civilians, on top of staying ahead of military personnel needs. I currently patronise the Gombak eMart to buy my personal equipment items, but I am likely to visit this new one at SAFRA Mount Faber since I am interested in buying military-inspired clothing, bags and accessories."

LTA Tham Tuck Chung, Air Weapons Officer, Air Surveillance Control Group

"I like the fact that I will be able to find all the things I need under one roof rather than visiting a few places to get all my stuff. It is good that the new eMart will carry stuff that other eMarts do not have since it will give us (Operationally Ready National Servicemen) more choices. Hopefully, there will be more brands to choose from too! When I visit the new store, I am likely to buy sunglasses, watches and bags. I will also get running shoes since I jog regularly."

3SG (NS) Alan Chan, Platoon Sergeant, Underwater Demolition Group, NDU

"It is hard to find shops that focus on selling military items. This new eMart is definitely a place I can go to buy presents for friends and children who appreciate military-themed things. I am hoping to purchase caps and jackets at the new store."

SCT Tai Shin Chee, Trainee, Gunnery Wing of Artillery Institute