Case Study


Starting as Sia Huat, a kitchen and tableware wholesaler, now with a retail subsidiary, Tools of The Trade (ToTT), and it needed a rebranding.

ToTT Store was envisioned as a wonderland for anyone who loves to bake, cook, and entertain guests. It’s a space for both home and professional chefs, with kitchen goods and gadgets.

This Asia’s first innovative concept emerged from focus group sessions in which the Louken Group discovered that customers wanted more than just a place to shop for kitchen gadgets.

They wanted a hands-on experience to build their culinary knowledge. Research revealed that customers, especially budding chefs, were interested in having a category expert on call to advise them on what products to buy.

In 2013, ToTT Store emerged as the winner of the Global Innovation Award in Chicago with an objective in fostering innovation and excellence in houseware-retailing throughout the world.


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