StarHub unveils fast-service compact store at Suntec City

StarHub has opened its first compact "high-velocity" concept store at Suntec City, marking a new retail format aimed at shorter customer visits and faster service.

The store sits at Basement 1 of Suntec City, near office towers and dining areas. StarHub positioned the outlet for walk-in traffic from nearby workplaces and city-centre visitors.

StarHub said the outlet focuses on quick consultations, plan recommendations and service set-ups. The company also introduced e-appointments at the location. It said this reduces waiting time.

The concept store adds to StarHub's island-wide retail footprint. The company said the format works alongside its other store types. It described the approach as a way of meeting different customer needs across different situations.

New store format

StarHub described the outlet as compact and built for customers "on the go". The company said the format suits short stops during lunch breaks, between meetings, or at weekends.

The company said customers at the Suntec City store can get "quick consultations with tailored plan recommendations" as well as "efficient set-up of multi-line and bundled services". It also highlighted "personalised human-led support for more complex needs".

StarHub emphasised speed while keeping a human service model. It framed the format as a response to tighter schedules and shorter in-person visits.

Design details

StarHub said the interior design follows its existing retail look and feel, with the brand's green colour, curved forms, soft fabrics, greenery and metallic accents.

The store features full-height glass panels facing the Fountain of Wealth, a landmark within the Suntec City complex. StarHub said the layout aims for a calm and intuitive customer experience, even during short visits.

Service focus

StarHub said the store offers a narrower, more targeted set of interactions than a traditional full-size outlet. It highlighted faster consultations and set-up work as core tasks. It also pointed to e-appointments as a tool for managing customer flow.

The company said customers can also explore its mobile and connectivity products at the store. It referenced its "latest mobile and connectivity offerings, including 5G Unlimited+ plans designed for busy connected lives."

StarHub did not disclose how many staff it assigns to the store, or whether it plans to expand the format to other locations. The company also did not provide investment figures for the Suntec City outlet.

Broader context

Singapore's telecom operators have continued to maintain physical retail networks alongside digital channels, even as more account management and service requests move online. Operators have used stores for device sales, onboarding, troubleshooting, and plan changes, particularly for customers who prefer in-person support.

StarHub described itself as a homegrown communications and entertainment services provider. It also sells digital services to corporate and government customers, including offerings that use artificial intelligence, cybersecurity, data analytics, the Internet of Things and robotics.

The company said the Suntec City store opens daily from 11.00 am to 9.00 pm.

"Despite its compact footprint, the store delivers meaningful support. Customers can expect quick consultations with tailored plan recommendations, efficient set-up of multi-line and bundled services, e-appointments to reduce waiting time, and personalised human-led support for more complex needs. It is fast but never rushed because StarHub's got you when time is not on your side."

StarHub said the Suntec City outlet strengthens its retail presence in a central business and city hub, and it positioned the store as part of its wider mix of retail formats.