While mixing retail and F&B concepts might not be a new trend, it takes a keen eye and an in-depth understanding of what consumers want, in order to develop something that will keep Singaporeans coming back to your outlet.
That’s what the new Monumental Lifestyle cafe-store seems to have achieved. American couple Dustin Ramos and Iris Sangalang wanted to recreate the relaxed urban vibe they enjoyed in California and New York City, while offering a different proposition for Singaporeans who work around the Tanjong Pagar/Duxton area.
The duo, both formerly in the finance and technology industry, came to Singapore three years ago to work on Fintech start ups. After their stints ended, they decided to stay on. "At that time, we were looking at going back to the US, or relocate to Amsterdam. But what we heard about the healthcare made us stay on," says Ms Sangalang, who's expecting her first child in June.
They may not have a background in F&B, but he had always wanted to have a cafe serving good coffee, says Mr Ramos. The retail component is because they found the local market for men's products quite lacking.
So in a space designed to be both chic and comfortable – with light brown woods and a bit of an industrial touch – they serve Four Barrel coffee, which sources beans from Latin America, Indonesia and East Africa and roasts them in vintage German roasters. The cafe also uses the Poursteady machine which churns out measured amounts of water in a computer-controlled spiral for consistency. The teas are Samovar single-origin blends. Sandwiches are customised by Park Bench Deli. "We tested breads for about three months before deciding on our supplier!" declares Mr Ramos.
On the retail front, what's on offer are independent brands like Alex Mill shirts (started by the scion of the J. Crew empire), Faherty shirts and pants and Katin board shorts from the makers of California's first surf trunks in the 1950s. To trot casually around with more style, Hari Mari offers flip flops with memory foam. Then there are Happy socks. Monument Lifestyle has even collaborated with the company for their "City Series" which will feature Singapore shophouse designs, available in a couple of months.
"These brands are all quite small, independent family-based producers and these are our favourite labels," says Ms Sangalang. And that candle brand which might have saved a marriage? It's from P.F. Candle Co, which pours soy candles into brown glass bottles, scented with essential oils.
Monument Lifestyle
75 Duxton Road
monumentlifestyle.com
Opening Hours: Mon-Fri, 8am-7pm
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Article by Cheah Ui-Hoon, originally appeared in The Business Times.
