Finding Our New Home: The Journey to Keong Saik Road
It feels surreal to finally write this. Our first brick-and-mortar store? It’s really happening.
The idea first popped into my head in early 2024. But back then… honestly, I didn’t feel ready. Our range wasn’t wide enough, supply chains were still messy, margins were tight. Opening a store felt premature.
Life, of course, had other plans. A pop-up and fashion showcase in Kuala Lumpur in June, followed by exhibitions in Hong Kong in September and Tokyo in October — suddenly, we were caught up in an international whirlwind. The more we explored these markets, the clearer it became: Finix belongs on the global stage. Stylists, buyers, merchandisers, fashion tastemakers, and even consumers were drawn not just to our unique silhouettes and signature athflow aesthetic, but to the energy and potential surrounding the brand — it was palpable that a larger, international audience was ready for us.
And then, the winds shifted.
Tariffs, global trade uncertainty, and our office space starting to feel tight — not just physically, but energetically. The old space was stifling for a brand that thrives on openness, creativity, and flow. I started feeling like Finix was calling for something more — a home. Not just walls and floors, but a place pulsing with connection, creativity, and belonging. A space where stories could be shared, where strangers could become friends, and where individuality was celebrated.
And so began the hunt for our new sanctuary.
Why 35B Keong Saik Road Feels Like Home
Walking into 35B KSR for the first time, I felt it immediately — the space had its own pulse, warm, grounding, quietly alive. The quaint balcony at the front overlooks the heart of Keong Saik Road, a gentle pause from the city’s rhythm below. A single pendant lamp hangs like a glowing moon, and I remember thinking: this is where the story begins — a symbol of maternity, a nod to the quiet influence of my mother in shaping who I am.
Even before walls were defined or furniture in place, I could see it in my mind: the journey visitors would take from the moment they entered, the corners where conversations would bloom, the flow of light through the day. It was as if the space whispered its story to me.
This is more than retail. It’s a sanctuary — a safe haven where anyone who walks in feels seen, heard, and free to be fully themselves, without judgment or apology. A place to discover, connect, and express. You might come here for a jacket but leave with a story, a connection, or a new way of seeing yourself. It’s where strangers become collaborators, and community is the currency.
From Online to Offline
We’ve been online-first for years, but something magical happens when people experience Finix in person. Our pop-ups — Boutiques, Pasar Pink, Design Orchard — taught me that people connect more deeply with the brand when they can touch, feel, and experience it. They notice the inspiration behind each piece, the curated visual merchandising, the sustainable fabrics, and the diverse community we’ve built.
Online, we can share photos, words, and videos. But offline… you feel it. Every detail. Every texture. Every story. It creates a connection that lingers long after you leave.
Leaving our old office was bittersweet, but necessary. That space had limits. 35B Keong Saik feels expansive — a blank canvas, full of possibility, truly limitless.
Building the Dream Team
No store is built alone.
This season, we welcomed an incredible group of interns — a Fashion Design intern, a Retail Merchandising intern from Temasek Poly, and, for the first time ever, a Business Intern from Ngee Ann Poly.
We also brought on a former course mate turned industry friend with years of experience running fashion brands and retail spaces. And one of our ex-team members, who had left to pursue interior design, came back to help shape the store’s interior design.
It felt like everything had come full circle. Each person played their part, and together, they helped turn a vision into reality. This is what happens when you build a brand with trust, love, and compassion at its core.
The Challenges We Didn’t See Coming
Singapore’s rental market is… well, brutal. News of F&B closures at the same time reminded me how precarious brick-and-mortar can be. Add in a small, cautious consumer market, and the stakes feel high.
Time was another challenge. Searching for the right space tested patience and intuition. I started in Kampong Glam — nothing felt right. Too small, too old, too awkwardly shaped. I learned to trust my gut: if I couldn’t picture the space in my mind, it wasn’t meant to be. Every compromise I tried ended up costing more in renovations anyway.
Why 35B KSR Brings Finix to Life
This isn’t just a store. It’s where our heartbeat can be felt.
Here, clothes aren’t just products — they’re conversations. Between you and the brand, your story and ours. Shopping becomes meaningful, thoughtful. Not filling a void, but creating connection. Every purchase is a choice, a memory, a piece of your story.
A Place for Community
And it’s not just about us. This space is a platform for others — local and emerging brands, creatives, and dreamers. We believe in collaboration over competition. Listening, co-creating, producing thoughtfully — that’s how we make fashion more human, more sustainable, more alive.
35B Keong Saik Road isn’t just a location. It’s who we are — and who we’re becoming. Finix isn’t just a label. It’s a vibe. It's a feeling.