River Island is set to return to Singapore next month after entering into a “ground-breaking” partnership with Asian fashion and beauty etailer Zalora.

Zalora, which claims to be Southeast Asia’s fastest growing fashion and beauty etailer, will launch an online River Island shop-in-shop on September 13 with a range that has been specifically selected for Asian customers.

The deal will mean River Island has a presence in the country again since it closed its one franchised store in Singapore in 2011.

In addition, River Island will feature on Zalora’s Hong Kong and Malaysia sites, which will be its debut launch in the countries.

River Island marketing director Josie Roscop said the partnership with Zalora has taken the cost and risk out of relaunching in the country.

She added: “Etailers like Zalora are making it easier to reach out to a region of more than 500 million fashion shoppers without costly investment in retail space.

“We want to deliver the latest trends through the River Island experience and we need a reliable process to facilitate this swiftly. We strongly believe in Zalora’s capability to be that avenue for us, and that’s why we’re back.”

The collection includes clothing, shoes, bags and accessories with a strong monochrome theme.

Zalora customers will also have the opportunity to subscribe to River Island’s VIP club and receive offers and targeted promotions.

Zalora regional managing director Harry Markl said: “Emerging economies in the region are developing a market that is increasingly fashion-conscious. With internet and smartphone penetration growing at a spectacular rate, we are confident that ecommerce will too.

“At the same time, as international brands make their way into Asia, savvy shoppers are going online to satisfy their need for more current and diverse product offerings.”