DJI expands its retail footprint in Singapore with two new experience stores
DJI opens two new experience stores in Singapore, expanding its retail footprint with a flagship DJI x Hasselblad outlet and a new heartland location.
DJI has expanded its retail presence in Singapore with the opening of two new experience stores, DJI NEX Serangoon and DJI x Hasselblad The Heeren, bringing its total number of physical stores in the country to five. The move reflects DJI’s continued focus on strengthening direct engagement with creators, hobbyists, and consumers, while making its imaging and camera technologies more accessible across the island.
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The two new stores mark a notable step in DJI’s local retail strategy. While the company already maintains a presence in major lifestyle and transport hubs such as VivoCity, Funan, and Jewel Changi Airport, the latest additions extend its reach both into the heartlands and deeper into Singapore’s prime retail district. Together, the new locations are positioned to serve a broad spectrum of users, from first-time buyers to experienced professionals.
DJI x Hasselblad The Heeren, located along Orchard Road, stands out as DJI Singapore’s first ground-floor retail store. The opening also represents a flagship collaboration with Hasselblad, bringing together two brands closely associated with professional imaging and visual storytelling.
A flagship collaboration in Orchard Road
Situated at The Heeren, the DJI x Hasselblad store has been positioned as a premium retail destination that showcases the strengths of both brands in a single space. As a ground-floor outlet in the Orchard Road shopping belt, the store offers high visibility and easy access for shoppers, while reinforcing DJI’s presence in Singapore’s most prominent retail corridor.
The store combines DJI’s portfolio of drones and creative camera products with Hasselblad’s professional camera systems. Customers can expect hands-on product demonstrations, curated showcase zones, and in-store guidance aimed at helping users better understand how the products can support their creative workflows. The emphasis is on experience-led retail, allowing visitors to interact directly with the technology rather than view it solely as static displays.
Cathleen Yuan, Director of DJI Singapore, described the opening as a key milestone for the company’s local operations. She said the ground-floor collaboration store had been in planning for some time and only moved forward when the right location and conditions aligned. Yuan added that the space was designed to welcome both professional creators and newcomers, giving them the opportunity to experience the combined imaging capabilities of DJI and Hasselblad.
The Heeren outlet is also the largest DJI store in Singapore to date. Its scale and premium positioning underline DJI’s intention to elevate its retail experience beyond transactional sales, aligning more closely with the expectations of professional and enthusiast users who value hands-on testing and expert advice.
Bringing experiential retail to the heartlands
Complementing the Orchard Road flagship is DJI NEX Serangoon, located within NEX, one of Singapore’s busiest suburban malls. The store brings DJI’s experiential retail concept to the heartlands, offering residents in the northeast convenient access to the company’s full product range without the need to travel into the city centre.
DJI NEX Serangoon carries DJI’s lineup of drones, handheld cameras, and accessories, catering to a wide audience that includes content creators, hobbyists, and first-time users. By situating the store in a high-traffic mall, DJI aims to lower the barrier to entry for consumers who may be curious about drones or imaging technology but have limited prior exposure.
The opening of the NEX store highlights DJI’s dual retail approach in Singapore. While flagship locations such as The Heeren focus on brand elevation and professional engagement, suburban outlets prioritise accessibility and everyday convenience. Together, they allow DJI to reach different customer segments while maintaining a consistent brand experience.
With the addition of DJI NEX Serangoon and DJI x Hasselblad The Heeren, DJI now operates five stores in Singapore. The existing locations include DJI VivoCity, DJI Funan, and DJI Jewel Changi Airport, alongside the two newly opened outlets.
Strengthening local engagement and community
Beyond retail expansion, DJI has indicated that its stores will continue to serve as community touchpoints for users in Singapore. The company plans to use its physical locations to host product workshops, promotional activities, and other engagements aimed at building a stronger local creator ecosystem.
Both new stores operate daily, with DJI NEX Serangoon opening from 10:30 AM to 9:30 PM, and DJI x Hasselblad The Heeren opening from 11:00 AM to 10:00 PM. The extended operating hours reflect the company’s intention to accommodate a wide range of shoppers, including working professionals and weekend visitors.
The expansion comes as DJI continues to broaden its scope beyond consumer drones. Globally, the company has extended its technologies into areas such as agriculture, public safety, surveying, mapping, and infrastructure inspection. While the new Singapore stores focus primarily on creative and imaging products, they also serve as physical representations of DJI’s wider ambitions in advancing visual technology and innovation.
By increasing its retail footprint and investing in experiential store formats, DJI is reinforcing its long-term commitment to the Singapore market. The combination of a high-profile flagship collaboration and a strategically placed heartland store reflects a balanced approach that prioritises both brand presence and everyday accessibility.
