shops in SIm LIM Square

Hover over to find out more about the shops!

Basement 1

Eagle's Nest

#B1-36

“What makes football so special? The fact that everyone of different walks of life come together. This is what makes Sim Lim Square special, it welcomes all kinds of people here.”

Geylang International Football Club, previously known as Geylang United, is the home of the Eagles. They have their clubhouse here which features a football table, FIFA video games as well as jerseys and other merchandise. They recently extended their space to add an additional ‘Eagle’s Nest’, a space for their members to relax and hang out at. The clubhouse provides a comfortable place for members to get to know each other and express their support together for the local team.

Broadway Food Court

#B1-08-26

“Wherever there is food, there will be people. Everyone needs to eat. If I have to move, people will come and eat as long as it is good.” - Mini Wok Stall

Broadway Food Court serves affordable fair for visitors of Sim Lim Square. With 11 different stalls to choose from, visitors do not need to worry that they cannot find something they want to eat. Some stalls such as the Fishball Minced Meat Noodle Stall (commonly known as the “Sim Lim Bak Chor Mee Stall”) are renowned and the area and people intentionally travel to Sim Lim Square just to try their $4 Abalone Bak Chor Mee. In addition, the food court was newly renovated in 2015 and there are information printed on the pillars that gives us a glimpse of the history of Rochor Canal.

G&E Gaming

#B1-01

“I enjoy my games and it makes me happy to see others enjoy them too. My favourite part is when a new game is released and you hold it in your hands for the first time.”

G&E Gaming specialises in selling electronic games for systems such as the Xbox, Wii and Playstation. The owner himself is a game enthusiast and will excitedly notify some of his regular customers via Whatsapp once new games are in stock. Being the first shop you see at basement 1 once you take the escalator down, he enjoys relatively good human traffic and is happy with the number of customers he gets.

Print N Signs Pte Ltd

#B1-06

“We believe in providing customers with the whole process, from designing to printing. If you can take care of everything for the customer, you’re giving them no reason to give other shops business instead.”

Print N Signs specialises in providing total printing, designing and product services that is catered to each individual or company’s needs. They are located in a more remote location in B1 and hence, believes in using bright LED lights to attract customers to their store. They also have many permanent contracts with big companies since they offer such comprehensive services.

Print N Signs Pte Ltd

#B1-06

Broadway Food Court

Mobile Atrium

#01-64

“We are right in the centre of the mall. It is honestly hard to miss us.”

The Mobile Atrium houses a few different electronic shops. It has a strata area of approximately 2,756 sq ft and attracts a high volume of shoppers due to its open concept, which features a panoramic 360-degree high-visibility view throughout the premises. Located right in the middle of the mall, it is hard to miss this atrium - it almost is a centrepiece of the mall. Bright white lights illuminate the atrium and there is always a steady stream of customers walking in and out of the atrium.

#01-38/39

Alan Photo Trading

“It is the most important to keep up with the times. Things in the tech world keeps on changing and if you don’t adapt, you will become obsolete."

Alan Photo Trading was established in 1986 and being here for more than 30 years, they understand the need to constantly keep up with times. In 2017, they opened Asia’s first Lens Concept Store in Sim Lim Square. Having both an online website and their own YouTube channel, Alan Photo Trading may have a long history but they are definitely not outdated. They are one of the more reputable names in Sim Lim Square and many customers come down just for their store. Alvan Tan has taken over the store from his father Mr Alan Tan and runs it along with his sister, Audrey Tan. He says that he sincerely hopes that Sim Lim Square could continue as it is and that it would be very sad to see such an establishment go. However, they have recently opened new stalls in Raffles City, Marina Bay Sands and Lavender Street and hence, are ready to move on to these shops if Sim Lim Square is demolished.

Song Brothers

#01-60

“We keep our old customers by being consistent and by catering to their needs, we get new customers by following the trends and keeping ourselves updated.”

Song Brothers is a boutique camera store that is inspired by the silence and peace of Kyoto, Japan. This can be seen by their oak wooden door and interiors. They were one of the original tenants of Sim Lim Square and established since 1982, they have followed the development of photography from analog to digital, from stills to video, and from land to drone aerial photography.

Song Teck Kee, one of the owners, says that he has spent so much time here that he has grown fond of the community in Sim Lim Square. He will miss it greatly if the en bloc goes through. He laughs when we asked about the “hipster” exterior, saying he learnt it from his daughter, Zeppelin and Co.’s Kristy Song. He says that he has learnt to keep updating their products and look to fit current trends - how else will they get new customers?

Nubox

#01-53/54

“We are reputable and credible. People feel safe buying from us, especially when some other stores sell their goods at a higher or similar price.”

Nübox is an authorised premium reseller of Apple products. This store is not unique to Sim Lim Square and can be found in most malls around Singapore. Choosing to have a store in a one-stop electronic hub is, however, a good idea and they do receive many customers still. The staff say that many people walk around and compare prices but they still choose to buy from their store because they know that they can be trusted. Its location on the first floor also means that it is a prime spot and the foot traffic is good.

Ever Victory Money Changer

#01-49

Ever Victory Money Changer

“In a place with many tourists, business is bound to be good. Sometimes, I remind them to be careful with their money, especially when they change a lot of money.”

Located at one of the entrances, many tourists change their money here, especially when they expect to buy a lot in Sim Lim Square. The rates are relatively competitive.

Nubox

#01-53/54

“We are reputable and credible. People feel safe buying from us, especially when some other stores sell their goods at a higher or similar price.”

Nübox is an authorised premium reseller of Apple products. This store is not unique to Sim Lim Square and can be found in most malls around Singapore. Although having a store in a one-stop electronic hub is a good idea, they still do receive many customers. The staff say that many people walk around to compare prices but they choose to buy from their Nubox because customers trust them. Its location on the first floor is a prime spot and the foot traffic is good.

Huawei

#01-41

“Even though Sim Lim Square used to have a bad reputation, things are getting better now. We just needed to get rid of the bad eggs.”

Huawei is a telecommunications company that sells smartphones. They are an official store that carries goods from Huawei directly. It is interesting to note that this unit was once occupied by Mobile Air and owned by the infamous Jover Chew. This explains why the shopkeeper keeps on reassuring us that their goods are official and legitimate. He says that people are still slightly wary 4 years after the incident.

Level 1

Alan Photo Trading

Level 2

Zeppelin & Co.

#02-78

“Malls in Singapore are always so generic. You see a Starbucks, McDonald’s and H&M in almost every mall. We need to have malls with character and something unique. That is why I chose to set up this stall in Sim Lim Square because it allows an eclectic mix of shops.”

Zeppelin & Co. is Singapore’s only audio cafe, a place where audiophiles can have a comfortable place to test audio equipment over a cup of coffee or tea. The owner, Kristy, says she loves it when people come in as strangers and leave as friends. She wants to create a casual, open environment where anyone can talk to anyone, somewhere that customers can simply relax and listen to music. Music has influenced her life greatly and she wishes to share this joy with others as well. Despite only being about a year old, Zeppelin & Co. has seen many returning customers and is usually filled. Her father, Mr Song Teck Kee, is one of the owners of Song Brothers located at Level 1 and as such, she has many memories of Sim Lim Square growing up as well.

NUPhoto

#02-53/54

“We always try to match prices with our competitors around, but we assure our customers that when they purchase from us, we will deliver a service to them. Even if you do not have a problem, you can just come by and learn more about these products.”

Being the only CASE trusted photography retail store in Singapore, NUPhoto is a relatively new shop in Sim Lim, having been opened for only a year. The owner, Alvin, wants to make NUPhoto a place whereby customers do not feel pressured to purchase things, but a concept store where they can learn more about the products. To keep up with the market, Alvin focuses more on customer’s experience. NUPhoto also has an online store, but he believes that customers prefer to go to his store to get a feel of the products before buying them. Alvin always instills in his customers that he is not simply selling the products, but also his services and experiences. Despite being only in Sim Lim Square for a year, the shop has gained quite a few loyal customers.

Osacar City

#02-20

“The communications scene is always changing, and since we are a provider of these equipments, we learn to adapt to changes to keep ourselves relevant.”

Osacar City has been a provider of audio visual systems for more than twenty years. Not only does Osacar City work on events, they also have showrooms that sell AV equipment. Osacar City has four units in Sim Lim Square, with the main shop on level 1 and showrooms on level 2. The employees of Osacar City are also trained to provide good service for their customers so that they can maintain their business. They also believe that being in the communications scene makes them very vulnerable to changes surrounding technology, thus they are always looking out for ways to adapt to the changing scene so that they can continue to provide professional service for their customers.

X-treme Solution

#02-21

Zeppelin & Co.

#02-78

“We have quite a few loyal customers who come back to us often and we try to give them the best prices for our products.”

From gaming keyboards to mousepads, X-treme Solutions provides its customers with the newest gaming peripherals in the market. With its customer base being mostly gamers, X-treme Solutions bring in many items from gaming brands like Razer, Hyper-X and ZOWIE. When compared to market prices, their items are considerably marked down. In order to stay on their feet against competition, the shop has an account with Carousell where they update their latest items for their customers to see, and potentially attracting more customers.

Taste Good 好味小厨

#02-04

#02-78

“Sim Lim Square is not just about electronics, I have people telling me that they come all the way down for our famous salted egg yolk chicken.”

Taste Good is an eatery that sells mini wok tze-char as well as economical rice. They are most famous for their salted egg yolk chicken that goes at $5 but their crispy cereal chicken is popular too. The shop is always brimming with customers and it gets a lot of attention from online food reviewers. They believe that if an en bloc should happen, their customers will still find them at their new location.

Sexy Corner

#02-71

“At Sim Lim, people can buy sex toys secretly while shopping for computer parts. You know, some people are shy to go places like Geylang to buy.”

LikOwner of Sexy Corner, Larry said that human traffic here is comparable to places like Orchard, and is a convenient location for people to purchase sex toys without feeling embarrassed. Sim Lim is also conveniently located near red light districts such as Desker road and Rowell road, which is why it is a popular place for people to patronise the shop.

Nuphoto

Level 3

Artlantic Office Supplies

#03-70

#02-78

“We want to provide a safe and convenient experience for shoppers.”

Atlantic Office Supplies sells a variety of ink products, laser toners, labelling machines and cables -- basically office supplies. The owner, like many others, has also went online to boost his business. According to him, he said that on most months, sales online are more than the sales from his shop. He does not feel that there is a competition between him and the other shop owners because each shop has their own regulars. He believes that the customers have the right to choose which shop they prefer to purchase their products from.

Intercontinental Communication Pte Ltd (Intra)

#03-08

#02-78

“What I like about Sim Lim is the community. Everybody here is very friendly, i will definitely miss it if Sim Lim goes en bloc.”

Intercontinental Communication PTE LTD (Intra) is a business to business (B2B) company that specialises in marine communication equipments and accessories. This accessories include Global Positioning System (GPS), radio telephones and radar transporters. The owners have been around for twenty years, and although they say they are unable to control whether Sim Lim will eventually go en bloc, they say that they like the friendly community around although everyone is selling similar products. The owners also say how they are unsure if the community spirit will remain if they move on to different places.

Repair Bar

#03-18

#02-78

“I liked being involved with the whole renovation process. That’s what being your own boss feels like, you know, you get to decide how you want the shop to look.”

Repair Bar is run by a 29-year-old Qing and it focuses on handphone repairs. He appreciates that the shops are strata-titled and believes this is the reason Sim Lim Square remains so dynamic and interesting. Apart from repairing handphones, he also sell handphone cases and other compatible accessories to try and get more business.

Samsung Experience Corner

#02-78

“People should get first hand experience before buying the products.”

A retail collaboration of Samsung Electronics and Challenger, Samsung Experience Corner. This is a one-stop shop to allow customers to interact with Samsung range of consumer electronics. Apart from getting hands on experience with consumer electronics such as smartphones, PCs, printers and monitors, customers that are interested can directly consult Samsung’s product specialists. Alex, the retail assistant, said that customers are more inclined to purchase products after deeper engagement with them, thus the set up of this experience corner.

Software Discount Store

#03-41

#02-78

“We don’t believe in specialising, we try to be a jack of all trades.”

Ranging from McAfee to PaintShop and flight simulator games, Software Discount Store does not only sell software, but also computer repair services. They also carry hardware such as flightsticks and combat sticks for gamers. Software Discount Store mostly sell their software online on platforms such as Qoo10, while their physical shop is mostly where customers go for computer repairs. The owners believe in staying relevant and adapting to changes, thus displaying their products online although initially they had their reservations about it.

Artlantic Office Supplies

Level 4

PC Clinic

#04-02E

#02-78

“People choose to shop online instead, but there are regular customers that will come back”

Owner of PC Clinic, Kenneth, first started out his computer repair business in Sim Lim Square twenty years ago as it was the hotspot for electronics. He does not seem to have any worry if Sim Lim Square goes en bloc, stating how they will usually offer another place for him to run his business. Having been around for twenty years, he has seen a decrease of customers, attributing this to how people shop online now. However, he has no intention of opening an online shop, and instead relies on business from his regulars.

One Gigabyte

#04-26

#02-78

“We work 11 am to 8.30pm, seven days a week, but I like working here.”

The employees of One Gigabyte come from India and they have only been here for a year. They say that working here is tough but they do enjoy working here. While they are unable to compare business before and after the Sim Lim square scams, they believe that the influx of customers during the weekends prove that the reputation of Sim Lim Square has not been affected by the scams. They believe that as long as they continue running a legitimate business with good service, more people will come and visit.

Nightingale

#04-47

#02-78

“Business? We give the customers what they want, this is how we make business.”

Nightingale, opened by RajaRaja group, sells only android TV boxes. Their customers are mostly middle aged males, and according to the owners, their best selling channels are soccer channels, especially during the World Cup periods. Apart from streaming soccer matches, they also sell high resolution movies and dramas. The owners stated that as long as customers are satisfied, they will continue to go back.

Simder Trading and Business Pte Ltd

#04-67

#02-78

“Nowadays everything is online, so it’s good that we expanded our business online. But it is still important to have a physical shop.”

Simder Trading and Business specialises in selling mobile devices. Apart from having a physical shop, they mostly get business online, utilising platforms such as Lazada and Qoo10. The owners of Simder Trading and Business decided to expand their business online due to the influx of online shopping. In the event that Sim Lim goes en bloc, they say that they do not have to worry about having a loss of business since most of their business now comes from online. However, they still chose to open a small shop because they understand that some customers still prefer to see the physical product in person before purchasing it.

Diginut

#04-66

#02-78

“The community here is good, I suppose. But of course, since everyone is selling the same products, we are not really friends? But everyone here is very friendly.”

Diginut is a mobile phone and mobile accessory shop. They carry a wide range of mobile phone models, tablet computers and lifestyle accessories from international brands. Apart from the branch at Sim Lim, there are also other branches in Hougang Mall, Tiong Bahru Plaza and Tampines Mall.

Simder Trading and Business Pte Ltd

Level 5

Atomware/Gamers Hub

#05-52

“We try to be honest even when we are in a badass environment, because we believe in good reputation. This is why customers keep coming back to us.”

Atomware was founded in 2007 and has various branches around Singapore. They initially set-up their shop on the 5th floor and primarily focus on the repair of mobile devices. Atomware then later expanded their business to the third floor while sharing the original store with Gamers Hub, a startup that had financial troubles with the rental costs. Owners of Atomware pride themselves on honest and the good reputation of the store name. Having been around for more than a decade, they started out repairing only Apple products, but have since expanded to include other brands such as Sony and even LG. The shop owners believe that integrity is the selling point of their business and believe that this is what keeps customers to go back to them for repairs despite the competition from other shops. Currently, Atomware focuses on selling mobile accessories while Gamers Hub sells gaming peripherals.

AC Ryan

#05-24A

“We are glad that Sim Lim Square regained its reputation, but we really moved in at the worst time possible.”

The AC Ryan Asia Pacific Pte Ltd, founded in Sim Lim Square, is actually an official retailer of the tiny black boxes that streams our favorite shows. The brand started off in the Netherlands in 1990, and by 2014, it consolidated itself and shifted its headquarters to Singapore, setting itself up in Sim Lim Square. Coincidentally, it was the same year that the Jover Chew scams occurred, which in turn affected its business. Although AC Ryan was a known brand amongst black box streamers, many shoppers in Singapore had not heard of the brand before, causing them to doubt the integrity of their brand. However, with the recovery in Sim Lim Square’s reputation, AC Ryan now has a steady stream of regular customers.

A-Star Computer Pte Ltd

#05-05

“It depends on the people. It is more of fate. Customers told me that they will choose the shop if they have good feelings when they see it. Service is always like that.”

A-Star Computer PTE LTD has served its customers in Sim Lim Square for around 20 years. The shop relies heavily on the sale of computer parts, as well as the repair of computers for business. Although the past scams in the mall have brought down the overall reputation, business for A-Star Computer has since experienced a recovery with the help of government intervention through the STARetailer initiative. On top of that, the shop also tries to follow online trends and also has an account on Carousell so that their customers can compare prices online before deciding where to repair their computers.

Tradepac

#05-18

“We offer our prices in our online and physical brochures, so that customers can see for themselves that they can trust our prices.”

Tradepac Pte Ltd is one of the few shops that used to distribute flyers at the entrances of Sim Lim Square. For them, they believe in giving their best price immediately and do not want to “trick” customers into paying a price higher than necessary. By publicising their prices, Tradepac’s owners, Ling and Pei, believes this can help customers feel more confident when shopping with them. This is especially important after the drop in reputation of the mall due to scams a few years ago. However, the rumors surrounding the en bloc of Sim Lim Square do worry them, as they feel that the community of Sim Lim may be lost with the sands of time.

Victoria Computer and Services

#05-70

“Sim Lim square has a vibrant community, enblocing it will just make us move somewhere else, perhaps even together! It does not matter if the building closes down, as we will find a new place to start our community.”

Victoria Computer Services is one of the shops on the upper floors that provide laptop repair services. The shop does not rely on online customers but rather, loyal customers who return to get their laptops fixed for affordable prices. One of the shopkeepers mentioned how PC repairs are at an all time high, since computer parts can be replaced at a reasonable price, and repairing it is much more cost-effective than buying a new computer. When asked about the possibility of an en bloc, owner Boon Chong laments that the mall has already become his second home. He brings his children to the shop sometimes to let them study and observe what he does at work. He believes that his kids should grow up seeing a close-knit community in hopes that they will experience what he had experienced in his childhood, growing up in a vibrant HDB community.

GW Mobile

#05-60

“We want our customers to know that we are genuine, so we will provide them with a free check up of their phones before we decide to fix it.”

GW Mobile provides repair services for mobile phones and devices. They are able to repair individual parts of the phone without replacing the mainboard, ensuring that the data would not be lost after repairs. Repairs are also performed on the spot, adding to its efficiency. The owner, Glenn, said that he has to make sure that his customers can trust him, and the only way to do so is to advise them on the cheapest methods of repairs, or whether the phone even requires a repair at all. They also believe that trust between customers is crucial in their line of business, especially in the wake of scam cases in Sim Lim Square over the recent years.

Atomware/Gamers Hub

Bitcoin ATM

#06-54

The Bitcoin ATM is located on the top floor of the mall, just next to the escalator. This is labelled as Singapore’s first bitcoin ATM and is run by the same owners as the GPS Vehicle Trackers in #06-01B. Despite its novelty, it does not attract a huge crowd, perhaps due to the fact that most common folk are not involved in cryptocurrency mining or trading. It is interesting to see how despite being an old mall, Sim Lim Square still keeps up with modern forms of technology, truly making it a one-stop IT hub.

PCPRO Computer Services Pte Ltd

#06-40

“We want to revolutionise older technological products, because we believe that they can perform more than their set limitations.”

PCPRO Computer Services Pte Ltd was set up in 1996, making it 22 years old this year. It specialises in the recycling and refurbishment of used Apple products from more advanced countries, then reselling them to developing ones. The shop also has an online website, where customers can receive a quotation on the electronic devices they wish to trade in. The shop also offers repair services to products they take in. Prior to visiting, customers may send their information and problem with their devices to the shop. After which, the customer will be contacted with more details regarding the solution and cost to repair. Their loyal customer base as well as the use of an online medium makes it possible for them to survive despite their quiet location on the 6th floor of the mall.

Scholar’s Inc

#06-03

“We believe that learning is lifelong (as suggested by our mission), we want to ensure that children under our guidance will feel encouraged to learn, and are inspired by the technologies that surround them in Sim Lim Square.”

Scholar’s Inc has been in the tuition industry for over 12 years, and they specialise in a small-group learning environment. They set up their center in Sim Lim Square prior to the scams, and despite the sudden purge in reputation during that period, their business remained unaffected.

Orient Photo

#06-02

“Our main priority is ensuring that our customers feel welcomed and comfortable, while ensuring that their needs are satisfied.”

Orient Photo Pte. Ltd. is a trading company that specialises in photography & videography equipment. They are dedicated to providing their customers with catered help and believes that providing customer service is the best way to remain competitive. They have been doing this for 11 years thus far. Orient Photo’s founder also has an interest in tea, and he recently started selling Chinese tea alongside the equipment he sold. He feels that tea appreciation seems to be declining in Singapore and he wishes to do something about this interest of his. Orient Photo holds both photography workshops and tea appreciation classes for those interested to learn more about them. He also uses the lighting products he sells to promote the tea, an interesting way to tie in his interest in photography and tea together.

Cryptocurrency mining/GPS Vehicle tracker

#06-01B

“Diversifying our businesses is crucial in staying competitive in today’s market.”

Specialising in GPS vehicle trackers, they also do their own cryptocurrency mining in the back. They claim that “more is usually better” and that it is good to explore various ways to stay relevant in the market. They are in charge of the Bitcoin ATM at #06-54 as well and they are usually very busy handling their clients.

Level 6

Orient Photo

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