Courts Singapore’s CEO on omnichannel retail and the future of stores

Singapore-based electronics retailer Courts has recently completed a refresh of its Toa Payoh outlet. In this conversation with Inside Retail, Harry Higashiura, group CEO of Courts Singapore, discusses the thinking behind the upgrade, how experiential retail fits into the company’s omnichannel strategy and what lies ahead as consumer expectations and housing trends continue to evolve.

Inside Retail: What prompted Courts to invest in a major refresh of the Toa Payoh store at this moment?

Harry Higashiura: Courts has been upgrading our stores to cater to the changing needs of consumers, and the Toa Payoh store is the second to be upgraded following the Megastore in Tampines which was completed last year.

The store in Toa Payoh was first opened in 2004 and has been a key fixture in the neighbourhood for the last 21 years. The new store refresh follows two rounds of renovations which have been completed in the past. These periodic refreshes allow us to remain relevant and on the cutting edge of consumer trends, even as we continue to cater to a steady base of regular customers who have grown up alongside our store.

We believe the new store will introduce vibrancy into the Toa Payoh precinct and continue to serve the needs of residents in the heartlands.

IR: What were the key design principles behind the store’s new look and layout?

HH: We want customers to have a reason to re-engage with the in-store experience. The upgraded store features a modern and refreshing design, with neutral colours used to create a comfortable and immersive shopping experience for consumers.

The store also features experiential retail spaces, personalised offerings, and the integration of technology to enhance service offerings. To further elevate the customer experience, we have also enhanced the ease of navigation throughout the four-storey store to ensure customers can seamlessly find the electrical, IT and furniture products they need.

Furthermore, the store features several experiential zones where customers can interact and try the products before purchasing, including a sleep clinic, sofa maker and interactive smart home demonstration. 

Courts strives to ensure that every store is uniquely relevant to its key shopping demographics. In the case of Courts Toa Payoh, our store is located a stone’s throw away from HDB Hub. This allows us to serve as a convenient one-stop shop for young Singaporeans looking to kickstart their homeownership journey. 

Other than providing four storeys of the widest selection of high-quality products and services, this store also features various buying guides alongside our expert staff to support shoppers through their exciting rite of passage.

IR: Can you share the insights that guided features like show-flat concepts and interactive zones?

HH: When it comes to home furnishings and electronics, we recognise that customers still prefer to see and experience these products in-person before committing to a substantial investment.

New features such as our showflat concepts and interactive zones allow our customers to visualise their own dream homes, and to pick out the key appliances that would help them to craft the lifestyles they want.

Additionally, as today’s shoppers prefer customised products and services, we have also introduced the Sofa Maker, an in-store service that allows customers to confidently personalise and pick the right sofas for their homes. With the support of expert guidance and hands-on discovery, customers are able to choose the exact styles, colours and materials that fit in their homes.

Another new initiative is the launch of our Sleep Clinic, Singapore’s first in-store concept to assist customers with sleep solutions. The service seeks to help customers find the right sleep products for their sleeping needs, by providing guidance on their ideal mattress types and firmness levels.

IR: Are there plans to refresh more stores across Singapore in a similar format?

HH: Courts is committed to an ongoing strategy of store rejuvenation to enhance customer experience and adapt to evolving retail landscapes.

We will continue to invest in future store rejuvenations and will prioritise stores based on their strategic importance, customer traffic and potential for growth. Our Tampines Megastore renovation last year was a significant step in this direction and will serve as a blueprint for future enhancements. Following the completion of the upgrade at Courts Toa Payoh, we are currently in the process of making small upgrades to our flagship Courts Nojima store at the Heeren in Orchard Road to improve consumers’ shopping experience. We have also brought in new food & beverage tenants into the building. The improved store will be ready in January 2026.

IR: Which categories are seeing the strongest demand in the current economic environment?

HH: Demand may differ from store to store. For instance, as our Toa Payoh store is located in an older neighbourhood, we noticed that the store is often frequented by older individuals and families living in the vicinity. These customers usually visit for replacement appliances, home furnishings and electronics.

For stores located in newer neighbourhoods with ongoing housing developments and flat launches, we have seen a growing segment of younger Singaporean couples and families. These customers are typically looking for a full suite of home essentials, from large electrical goods (refrigerators, washing machines) to furniture and IT products to set up their new homes.

In terms of product segments, we see an increasing interest in smart home technology products, particularly among younger consumers looking to automate and integrate their living spaces.

Although market conditions occasionally cause changes in consumer buying behaviours, the products that Courts provides are furnishing essentials, necessary for every household, no matter the season. Our main goal is to ensure that we provide dependable furnishings that will serve customers’ needs for years to come.

IR: Are we seeing a shift in the role of physical stores within Courts’ omnichannel journey?

HH: Courts is fully embracing an omnichannel approach, recognising that today’s consumers navigate seamlessly between online and offline channels. Physical stores remain a cornerstone of our overall strategy.

While online sales are growing steadily, our physical stores remain a significant driver of sales, particularly for big-ticket items like electrical appliances and furniture. Our physical stores are designed like experiential showrooms to provide a sensory experience to customers, with consultants to help them navigate their tech and home furnishing decisions.

IR: Looking ahead, what new experiential concepts or categories is Courts exploring?

HH: To remain competitive and relevant, we are focused on creating more experiential retail spaces, integrating technology and enhancing service offerings. The aim is to make our physical stores destinations where customers can explore, learn, and engage with products before making a purchase.

IR: What does the company see as the biggest opportunities and challenges in 2026?

HH: As a mainstay in the retail landscape of Singapore, Courts has weathered through many shifting consumer cycles. At the heart of every purchase, we see that customers simply want dependable furnishings and appliances that will suit their lifestyles and last them for many years. With multiple physical stores located across the island and complemented by our online website, we aim to continue serving as a one-stop shop for the electrical, IT and furniture needs of Singapore consumers. 

With rising HDB resale activity and new property launches, we are optimistic that this will translate to steady demand for furniture and electronics. We will continue to target first-time homeowners and resale purchasers with value-added services and attractive promotions. 

We also recognise that consumers are looking for more immersive, unique and personalised retail experiences. We will continue to prioritise differentiated retail experiences which integrate technology and enhance our offerings to remain relevant to changing consumer needs. Overall, we remain confident in our ability to evolve, as we continue to set the standard for Singapore’s home furnishing retail scene.

Further reading: JB Hi-Fi’s omnichannel success: How the brand connects online and in-store.

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