Cargo is the second sub-brand of Courts, after IQ, its brand for high-end electronics and IT products. Like IQ, Cargo will have its own identity, separate from Courts, Singapore's most established hire-purchase furniture and electrical goods retailer. "We have to continuously look at opportunities for expansion," said Terry O'Connor, managing director of Courts Singapore on the retailer's latest brand diversification strategy.
"Courts, IQ and Cargo are distinct, but if you look at the products, they are a convergence of lifestyle."
Taking its direction from US-based home concept stores, Cargo's product range includes dinnerware and glassware, cookware and kitchen essentials, bed and bath accessories, gifts, accent pieces and lifestyle furniture.
The first store, with an area of around 5,000 square feet has opened in Orchard Road. A store in the suburbs will open on May 24 while Cargo in Suntec City will open on May 31.
Cargo targets the trendy mid-market segment. Said O'Connor: "It is the level above the mass market, but below department stores - above Ikea but below (local retailer) Robinson's," said O'Connor.
The retailer chose the name Cargo because it reflected "global sourcing, buying power, movement of goods and diverse merchandise", said O'Connor.
Apart from its own house brand focusing on home essentials from cutlery to the largest collection of glassware in Singapore, Cargo has also sourced exclusive designs from international brands such as Sheridan (bedlinen), Schott Zwiesel (German glassware), Royal Bone China (Thai dinnerware) and Mani Mani (Italian kitchen utensils). Cargo has also sourced modern and funky designs for its electrical appliance range of toasters, coffee machines and kettles.
Formul8 art director Seli Inthavong, who designed the Cargo logo, said the use of orange as the brand's main colour and a modern font, along with the tagline, 'Make yourself at home', were selected to capture Cargo's spirit as "a fun, fashionable, warm and accessible shopping experience".
A brand campaign for Cargo is underway, and it will be print-led, focusing on titles such as Home & Decor. Courts, however, is a big spender on television and radio as well as magazines.