BHG Bugis Launches A Refreshed Home & Kids Department

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Shoppers, are you ready? BHG Singapore has launched a refreshed Home & Kids department at its flagship store, BHG Bugis, level three where you look out for the addition of immersive and interactive experiential spaces and more than 50 new brands, concepts and greater services.

BHG Singapore in this next phase of its transformation is turning the department store shopping experience from that of necessity to one of leisure and fun – a lifestyle experience. Distinct from the digitally enhanced beauty hall experience on level one that encourages an independent exploration of the shopfloor, level three offers shoppers an immersive and informative experience that engages their five senses as they make critical decisions in the creation of their ideal home.

Mr Udai Kuzru, Managing Director of BHG Singapore shared that “With the success of the digital revamp of our Beauty Hall, we are taking the next step in our transformation journey with the unveiling of our home and kids categories on level three. We continue to invest in tailoring our retailtainment journey to meet the needs and preferences of our shoppers.”

Live Kitchen Studio 

At the heart of the new BHG Home is a fully-equipped Kitchen Studio that functions as a demonstration space which will be hosting exciting culinary events that will sizzle your senses and whet your appetite throughout the year. For a start, roll up your sleeves and hone your inner gourmand with the first and exclusive partnership between BHG Singapore and At-Sunrice Globalchef Academy.

On 10 & 17 July renowned chefs from At-Sunrice GlobalChef Academy will be hosting cooking demonstrations, as well as retailing their WellSpent Upcycling products. Check out BHG Online and Facebook for more details and schedule for upcoming cooking demonstrations by At-Sunrice GlobalChef Academy.

Discovery Galleries

(From Left to Right) Suite Dreams, Pillow Gallery

Explore, experience, and discover the secret to restful sleep at the new Pillow Gallery and Bedding Gallery, aptly named Suite Dreams. The informative gallery style section offers detailed explanations and use cases for different pillow designs so shoppers can find the one that offers them the best support and rest for their slumber. A first in a departmental store, to further enhance the immersive experience, shoppers can simulate their sleeping environments with dimmable lights when testing the mattresses – so you can be that much more confident of your next bedding purchase with BHG.

New Showroom Concepts

(From Left to Right) WMF Showroom Concept Space, AKEMI Signature Concept

WMF is debuting its first-ever showroom concept that showcases WMF’s widest range of designer kitchenware that are as beautifully designed as they are functional. There is something for all your cooking needs, from preparation, cooking, to presentation. 

The AKEMI Signature Concept spanning across 700 sqft comprises a layout of different segments such as bed linens, bedding accessories, bath and home fragrances to recreate an ideal home environment to make shoppers feel like they have stepped into a neat home that offers plush comfort. The concept space includes a fragrance bar to allow shoppers to bask in relaxing scents while recreating the ideal bedroom atmosphere. 

New and Exclusive Brands 


Retailing exclusively at BHG, premium Italian bedding brand Dorelan produces mattresses, beds, bed bases, pillows and furnishing accessories and provides collections for the hotelier world, cruise companies and sport. Dorelan’s products are the result of a careful study of the human body’s ergonomic needs, and are designed to meet precise technical, aesthetic and functional requirements. Their high technology mattresses are specially created for an experience of total wellness and use only top quality raw materials, and manufactured with taste and experience by expert hands. BHG is exclusively retailing Dorelan’s mattresses and bed frames. 

The freshly revamped Kids Section brings in new brands ranging from Kate Spade stationery, Hegen, Bando, private label, Squibbles, pyjamas, T-Shirts and underwear as well as Tomica.

Immersive Collaboration with Creatives

Shoppers can look forward to exploring interesting displays and home decor inspirations that will be set up within the level three shop floor from time to time. For the first time, BHG Singapore will be collaborating with local creatives and industry leaders to create immersive experiences and visual installations that not only create an interesting and ever-refreshing shopping experience for shoppers, it also offers a platform for local creatives to showcase their talents.

New Self-Checkout System

Two years after they introduced the mobile point of sale system that enabled shoppers to skip the queue and ring up their purchases anywhere on the shop floor, BHG Singapore will soon be introducing self-checkout kiosks. Shoppers can now complete their purchases via the self-checkout kiosks at Level 2 and Level 3 of BHG Bugis for a faster and easier shopping experience.

BHG Singapore Exclusives and Opening Promotions

To celebrate the launch of BHG Bugis’ newly revamped Home & Kids at Bugis Junction Level 3, BHG Singapore has prepared an exciting lineup of activities and discounts to enjoy. 

The activities will span across the first two weekends after the official launch on 8 July. Some of the activities include coffee demonstrations by Hario and Bialetti, cooking demonstrations by Philips and Tanyu, as well as a special showcase of wine and wine glass pairing by Sommelier John Chua. 

To commemorate the joyous occasion, please see the list of promotions available as follows:

Level 3 Home & Kids Department – 8 July – 17 July

  • 20% off from Home & Kids department

  • Grand opening lucky draw for shoppers to enter with a minimum nett spend of $150 from the Home & Kids department

  • Up to $32,000 worth of prizes to be won including the top 3 prizes from SEALY, Dorelan and OSIM

Level 3 Home & Kids Department – 9, 10, 16 & 17 July

  • First 300 shoppers who spend a minimum nett amount of $150 from the Home & Kids department will receive a sure-win prize from the Spin & Win wheel with prizes worth up to $35

Atome – 8 July – 17 July

  • Receive $25 off with a minimum spend of $300

  • Receive $100 off with a minimum spend of $2,000

  • Take part in a lucky draw and be among 10 winners to stand a chance to win 2/3 of their purchase, capped at $100 per winner

DBS – 8 July – 17 July

  • DBS card holders can enjoy $10 off with a minimum spend of $200, limited to the first 1,000 redemptions

  • Enjoy $50 off with a minimum spend of $2,000 upon payment with DBS Instalment Plans, limited to the first 300 redemptions

Fave – July – August

  • Shoppers can enjoy 3% cashback capped at $15 for two months when they shop with Fave

  • The top five FavePay spenders of both months will receive Fave eCashback with the highest spender receiving $500, followed by $300, $100 and two $50 prize

Facebook/Instagram Contest – 8 July – 17 July

  • Stand a chance to win the Nutribullet Pro 900 when shoppers snap a photo at the photo wall located at the entrance of Level 3 BHG Bugis and tag @bhgsingapore and hashtag #bhghometruly on Facebook and Instagram. The photo with the most likes wins! *Terms & Conditions apply

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