FRONT ROW – Tam Sơn’s first multi-brand shopping platform, integrating nearly 20 premium brands into a single platform, was officially launched in April 2024.
FRONT ROW (www.front-row.com) is an online retail platform with great potential established by Tam Son, a leading company in the luxury retail industry. It offers a diverse collection of products ranging from clothing, fashion accessories, footwear, fragrances to audio equipment and home decor. With a visionary approach to creating a comprehensive destination that enhances the living experience, FRONT ROW aims to assert its potential, influence, and reliability through the quality of its products and services provided to consumers.
In 2024, FRONT ROW emerges as the leading e-commerce platform for fashion and lifestyle, based on Tam Son’s two-decade legacy. Targeting the contemporary consumer segment that appreciates beauty and convenience, FRONT ROW’s philosophy revolves around celebrating individuality and elevating style. The name FRONT ROW is chosen to convey the message that every customer is placed in the forefront when exploring the latest trends and enjoying dedicated services. The tagline “Style Your Passion” encapsulates the pursuit of a vibrant and inspired lifestyle through fashion, creativity, and modern consumer values.
Beyond the boundaries of a typical online shopping destination, FRONT ROW’s differentiation lies in the inherent advantage derived from the Tam Sơn ecosystem, enabling the platform to possess numerous benefits.
Firstly, FRONT ROW boasts nearly 20 prestigious brands, including Kenzo, Maison Kitsuné, BOSS, HUGO, Sandro, Maje, Marc Jacobs, FairLiar, acmé de la vie (ADLV), as well as Bang & Olufsen, Devialet, Lalique, Christofle, Bernardaud, Diptyque, and Hanoia. The platform plans to further expand its portfolio by the end of 2024. Integrating these renowned brands onto the e-commerce platform enables customers to easily access information and make purchases with simple actions on their computers or phones, accompanied by convenient return policies, thus saving time and costs.
Secondly, all products on FRONT ROW undergo a careful selection process by the Tam Son team, leveraging their 20 years of experience. FRONT ROW aims to strike a balance between global trends and the preferences of Vietnamese consumers, offering choices that not only reflect contemporary styles but also align with the cultural context and lifestyle experiences of customers. When shopping on FRONT ROW, consumers can have complete confidence in the quality and up-to-date nature of the trends. Through its regular feature called “Curated Looks,” FRONT ROW introduces users to new fashion trends and provides practical outfit suggestions that are tailored to the market, consumer culture, and product availability. This personalized curation is a unique offering that sets FRONT ROW apart as a leading fashion and lifestyle e-commerce platform in Vietnam.
Thirdly, FRONT ROW inherits standardized operating procedures from Tam Son Company, thereby establishing a comprehensive shopping experience from order placement to product delivery and after-sales service, with a focus on personalization. Online interactions are optimized based on the philosophy of simplicity, intuitiveness, and convenience, ensuring users always find joy in their fashion and lifestyle exploration journey. At FRONT ROW, the strong relationship between the brand and customers nurtures absolute trust and satisfaction — a sustainable value that FRONT ROW prioritizes building.
It’s evident that FRONT ROW represents Tam Son’s evolution in establishing a fast and convenient multi-brand shopping experience for customers. Embedded within Tam Son’s offline-to-online ecosystem, FRONT ROW exemplifies the retailer’s sustainable development strategy and promises to become a beloved online shopping platform in the future.
During its launch phase, FRONT ROW introduces a promotional policy offering a 10% discount on the first order when customers sign up as members. This program applies to all regular-priced products on FRONT ROW and cannot be combined with VIP benefits or other promotional programs.
