Concept store Maze realigns branding

CEBU, Philippines — Fifteen years after providing start-up fashion and tech entrepreneurs a home to thrive in a mall-based setting, concept retail store Maze is re-aligning its branding to offer more service-related offerings.

Located at the third floor of Ayala Center Cebu, Maze operator Hype Management and Development Corporation led by Carolyn Tan, is catching up with changing market preference, by boosting the offering services over fashion.

In an interview with Tan, she admitted that the entry of global names in fast fashion sector has affected her tenants at the Maze.

Tan owns and manages the 600 square meter concept retail store Maze, which she sub-lease to start-up entrepreneurs who have good and unique fashion collections.

There are now a total of 45 tenants renting Maze, but what she observed is the market is stronger in service offerings such as, watch repairs, printing, tattoo salon, money changer, massage, gadget repair, and gadget and technology retail.

While some fashion stores will still be there, she said Maze will boost its services offering, like nail art, bag repair, among others.

Long before malls opened their doors to provide incubation space for start-up entrepreneurs, Maze has been doing it.

According to Tan, Maze’s main goal is to help local entrepreneurs to take advantage of the high traffic mall market.

In fact, there are already a number of homegrown fashion brands like Mags, Lava, iTech and What A Girl Wants which were able to build their names initially as Maze’s tenants.

Once in a while, Maze also organizes bazaar events in the high traffic areas of the mall, such as in activity center to promote the tenant stores.

Despite the change of consumers’ preference, Maze’s tenants’ are thriving, Tan said retailers are encourage to offer unique, local finds are assured to be unique, locally-made and products with inspiring stories.