Female Targets

April 01, 2009 (LBO) – Sri Lankan retailer Odel said it has opened a fashion accessories store for women called ‘Backstage’ in Singapore with more overseas outlets planned. Gunewardene said that later this year, Backstage will open its second outlet in Singapore at Orchard Central and also plans to enter the Maldives and India.

Janine Magrath, Business Development Manager for Backstage Retail (Singapore) Private said Backstage prices average around 20 Singapore dollars.

“Backstage targets women between 16 and 35 years but also caters to fashion conscious older women who are keen on making an impression by complementing their outfits with a diverse and trendy range of accessories,” Magrath said. The company, a clothing and fashion products retailer, said in a statement the move puts it among the few local brands to go overseas.

“Singapore will be a great test for Backstage,” said Otara Gunewardene, founder and chief executive of ODEL 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