![]() ![]() ![]() 5 As at 2016, there are 29 Charles & Keith outlets in Singapore, located in major shopping centres and suburban malls. By 2001, Charles & Keith had grown to comprise 14 outlets locally, which accounted for more than S$10 million in sales. 4 These strategies proved to be a success. 3 Further, they adopted a more trendy marketing strategy such as by using European models for the product photoshoots and advertising through social media website Facebook. 2 To retain the exclusivity of their products, the brothers ensured that these manufacturers would not produce and sell their shoes to other retailers. The brothers also made the business cost-efficient by buying directly from manufacturers instead of wholesalers. Keith was responsible for designing the shoes while Charles managed sales. ![]() 1Īs a result, the brothers opted to design their own shoes, and selling them at affordable prices. They had observed that the traditional model of merely selling shoes purchased from wholesale suppliers was unsustainable as it was unable to provide customers with a variety of options and design. In 1996, the two brothers decided to open their own shoe store in Amara Shopping Centre and launched their own label because they wanted to adopt a new business model in footwear retail. In 1990, Charles and his younger brother Keith learned the ropes of managing a shoe business by helping their parents at their shoe store in Ang Mo Kio. The company has received several awards including the Singapore Retailers Association’s Excellent Service Award 2002 and the Enterprise Award at the Singapore Business Awards 2008. By 2013, the company had grown into an international chain with close to 400 outlets. Established in 1996 by brothers Charles and Keith Wong, Charles & Keith started out as a shoe store in Amara Shopping Centre. Charles & Keith is a Singapore brand known for its women’s footwear and accessories. ![]()
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