Award-winning Australian tapware company Phoenix has partnered exclusively with Bathworld to open its first Singapore flagship showroom.
30 March 2023
Text by Janice Seow
Phoenix, the leading tapware company in Australia, has partnered exclusively with premium bathroom fittings distributor Bathworld to launch its Singapore flagship showroom. The opening is especially significant as it is Phoenix’s first flagship showroom outside of Australia and New Zealand.
The 2,400-square-foot Phoenix Galleria Singapore is located at Apex at Henderson along Henderson Road, and currently offers ten highly popular collections from Phoenix’s massive product portfolio. Each handpicked collection has been chosen for its suitability for the local market, with product offerings to be updated regularly.
Phoenix has earned a reputation for its excellence in design and innovation and offers high-quality tapware that stand the test of time. It has won numerous international awards, notably, the Red Dot highest honour of “Best of the Best” twice in the last few years for its products Axia and Teel. The company is also one of only a few companies in the world to have patented technology for its showerhead designs.
Axia and Teel are carried at the Phoenix showroom, along with other popular designs such as Vivid Slimline and Nuage. “Vivid Slimline is probably the best-selling collection in Singapore, and also Australia and New Zealand,” says Aldo D’Eramo, Head of International Expansion at Phoenix Tapware Australia, who was in town for the showroom’s grand opening. “Nuage is an organic design and with this piece, our design team was inspired by the shape of pebbles,” he continues.
Phoenix is excited to be able to introduce Australian bath culture to Singapore through this expanded partnership with Bathworld. Prior to the launch, the brand had been carried at the Bathworld showroom for two years where it garnered the attention of homeowners and designers alike.
“Australian design has been heavily influenced by the country’s unique climate which includes frequent droughts and water shortage. As a result, our Phoenix design team have focused on creating highly sophisticated, beautiful products that prioritise water conservation and sustainability. This has led to the development of innovative features such as low flow taps and showerheads,” says Aldo.
“In recent years, our company has in fact intensified our commitment towards sustainability and the circular economy. Phoenix is adopting new strategies and technologies to reduce waste, minimise resource consumption, and promote a more environmentally friendly approach to production,” he adds.
On that note, Aldo shares that the company’s yet-to-be-launched Enviro316 collection is believed to be the first bathroom product to be 100 per cent recyclable. It has already garnered a red dot award for its superb design and innovation.
Want to see Phoenix products for yourselves? Phoenix Galleria Singapore at Bathworld is located at 201 Henderson Road, Apex at Henderson #03-14/15, Singapore 159545. Tel (65) 8136 3640
Phoenix Galleria Singapore celebrated its official opening on Thursday 23 March, with Mr Stephen Skulley, Austrade’s Senior Trade and Investment Commissioner for Singapore in attendance as guest of honour.
Mr Skulley noted that when it came to Australian products, there was generally “a perception of quality and environmental friendliness”. He highlighted that Australia has a strong renovation market which gives “a company like Phoenix a really good base to test their products and come up with new [solutions]”.
“[The market is] quite competitive, and as we’ve seen, some of Phoenix’s designs are world leading,” he said. He added that Austrade invited those who had visited Australia to offer feedback on more Aussie brands they would love to see made available in Singapore.
Lookbox Living was Phoenix’s and Bathworld’s media partner for the event, which was attended by close to 50 design professionals. The evening kicked off with a ribbon cutting ceremony, followed by a special presentation by Aldo D’Eramo from Phoenix Tapware Australia. Guests got to experience the Phoenix products up close and enjoy delicious food and drink throughout the night against a backdrop of lively music performed by The Waymakers. The evening rounded off with a Best Dressed Awards inspired by the colours of the Australian flag, and a lucky draw with the top prize being a Royal Albatross Sunset Dinner Cruise for two!
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