FairPrice Xtra’s soft launch in VivoCity

Date : 18 July 2019

We visited the newly opened FairPrice Xtra in VivoCity. This impressive hypermarket is about 9,000 sq m and spread over two levels. It is designed with many speciality concepts and unique experiences to woo young shoppers. The store looks great from every angle, so keep a look out for our full store visit report after its official opening in August.

Exceptional retail design

Eye-catching features like a pink ice cream truck, wine bottles display and fresh vegetables farmed in-store are some of the Instagram-worthy sections.

Fun and unique services

There were lots of interactive counters which will deliver a differentiated experience for shoppers:

  • buy raw coffee beans to be roasted and ground to personal preferences
  • freshly churned organic nut butter with salt or sugar upon requests
  • draft beer served using a special technology that fills cups from the bottom


Dine-in area with cooking service

This is the first FairPrice store with a dine-in area. Shoppers can pick their meat to be grilled in-store and have a complete meal with a selection from the salad bar. The butchery by Culina also offers a roasting service for takeaway. This requires two days of advance notice.

Unity’s new look and feel

FairPrice’s health and beauty banner, Unity, is linked to the hypermarket but operates as a standalone store. The store has a wide range of derma skin care brands, a health food section and a pharmacist in-store. The exclusive and premium ranges enhance its health specialist imagery.

All images source: IGD Research

Want to know more about FairPrice in Singapore? Contact us for a demo of IGD Asia and explore the retailer’s strategic priorities.