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Homegrown Book Retailer, Times, Opens its Biggest Lifestyle Concept Bookstore at Waterway Point

Moving with the times, in addition to a wide range of books, this new bookstore boasts dedicated sections that cater to the lifestyle needs of consumers, especially children and families.

Singapore, March 2016 – Homegrown book retailer, Times, unveils its biggest new concept bookstore in Singapore at Waterway Point, the newest mall located in the heartlands of Punggol. Spanning a floor area of about 7,335 sq ft with dedicated sections for children, lifestyle products and a workshop area, the new Times Waterway Point seeks to fulfill the promise of being more than a bookstore to cater to the varied lifestyle needs of consumers, especially children and families.

Established in 1978, Times is a leading retailer of English language books and complementary products in the region with a chain of bookstores throughout Singapore and Malaysia. Times Waterway Point is the seventh bookstore in Singapore for the group. Adopting a cheerful orange palette, complemented by warm brown hues of wood structures and trims, this new bookstore exudes a welcoming and cosy vibe that makes browsing and shopping for books and lifestyle merchandise a delight.

"Times has seen a healthy growth in numbers and positive reception since we shifted our focus to children and families in the last six months. With this new bookstore at Waterway Point, Times is set to continue to offer a cohesive educational and learning environment for children while having fun”, said Ms Helen Lek, Head of Retail for Times Publishing Group.

“We also seek to create an inspiring and conducive setting for parents to not only spend quality time bonding with their children over exciting activities and workshops at our bookstores, but also to take a moment for themselves to explore the other lifestyle books and merchandise that we have available”, added Ms Lek.

One key highlight of the new Times Waterway Point bookstore is the children's section, Times Junior, which spans an unprecedented floor space of over 1,600 sq ft. With this boost in size, Times Junior features not only educational books, activity books and educational toys for the young, but also offers a conducive and fun area within, for children to read or interact with other children.

Another prominent facet of the new bookstore is the 600 sq ft island-style Lifestyle Section that can be converted into a dedicated space for workshops, activities or educational classes. Some of the upcoming activities planned include children story-telling, financial workshops, cooking demonstrations and arts & craft sessions.

The rest of the bookstore space offers an extensive range of books catering to readers of all ages and interests, including lifestyle, fiction and non-fiction books and a selection of Chinese and school assessment books and materials for children. In addition, there are also comprehensive stationery and lifestyle offerings, such as premium choices of writing accessories and instruments, gift items and lifestyle accessories.

Times Bookstores Partners with Celebrity Mum, Diana Ser, as its Brand Advocate
With the new direction of targeting children and families and the launch of this new concept bookstore at Waterway Point, Times is proud to partner one of Singapore’s well-known homegrown celebrity mum, Diana Ser, as its Brand Advocate.

"We are delighted to partner Diana Ser as our Brand Advocate to help bring us closer to our key target audience of children and families. This partnership is based on the shared vision between Times and Diana Ser in advocating the benefits of reading via physical books and the importance of fun learning for children”, said Ms Lek.

In addition, Diana's proficiency in not one but two important languages in Singapore gives a glimpse into Times' plans for the future. With the aim of creating a holistic educational pit stop for children, Times recognises that Diana's bilingualism in the English and Chinese languages makes her a good role model for the younger generation. This is opportune as Diana recently launched her online edutainment program, ‘Crazy About Chinese’, where she shares fun and easy ways through her personal journey of imparting the Chinese language to her four-year-old daughter, Jaymee.

"This partnership with Times is particularly exciting because we are both Singapore brands united in our belief for children to learn through play. Together, Times and Crazy About Chinese will also bring new energy, ideas and resources to parents who are keen to nurture their children to be bilingual!", said Diana.

Looking ahead, Times will continue to expand its repertoire of Chinese books and products beyond the current English-centric domain, providing children with greater exposure to the Chinese language.

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