ODEL's 'Backstage' outlet opened in Singapore

The Backstage outlet in Singapore

'Backstage,' Sri Lanka's unique home-grown women's fashion accessory brand has opened its first outlet in Singapore, becoming one of a few local brands in this sector to go beyond our shores.

Starting life just 20 months ago as a theatre-themed in-store concession at ODEL, the concept cum brand has extended to seven locations in Sri Lanka, including a standalone outlet at Crescat, and is now dazzling shoppers at Illuma, Singapore's newest arts and entertainment shopping mall.

A sophisticated 500 square-foot Backstage shop that opened for business in Singapore this week retails a range of hand-picked fashion jewellery products such as earrings, rings, necklaces, bangles, bracelets and brooches. Besides jewellery, space is allocated for hand bags, belts, scarves, sunglasses, slippers, wallets and purses, watches, trinket boxes, cosmetics, beauty tools, cosmetic bags and lingerie.

"Singapore will be a great test for Backstage," said founder and CEO of ODEL Otara Gunewardene, who conceptualized and owns the brand. "It is a chic, mature and brand-conscious market that is also discerning about quality. The success of Backstage in the city state will be an ideal stepping stone to further expansion in overseas markets."

Later this year, Backstage will open its second outlet in Singapore at Orchard Central and also plans to enter the Maldives and India.