Singapore-based beverage chain Fruce has permanently closed its last outlet, located in Wisma Atria shopping mall, after a brief attempt to remain open following an initial closure announcement.
Fruce’s Final Days
Fruce first announced its planned closure on January 10, initially stating January 14 would be its last day of operations. This announcement reportedly left many customers “shocked and disappointed.” The brand then announced on January 13, via Instagram, that the closure was “officially on hold,” stating they would continue to serve customers at the Wisma Atria location.
However, operations ceased on January 19, according to a spokesperson for Wisma Atria. The store’s listing has since been removed from the mall’s online directory. A hoarding for Miki Mizu, another beverage stall, was observed at the location on February 19 and is expected to open by the end of February or early March.
Customer Reaction
Fruce was known for its unique fruit drink flavors, including durian, cempedak, and avocado. Fans of the brand have expressed sadness over its closure on social media. Ms. Gooi Jia Hui, a 29-year-traditional marketing professional, enjoyed Fruce’s drinks approximately once a month and hoped for the brand’s return. Ms. Ann Wee, 28, a market research professional, described Fruce as her “go-to” for a refreshing drink and expressed hope that Singaporeans would continue to support local brands.
A TikTok video mourning the closure of Fruce, dedicated to the avocado coconut drink, had garnered over 168,600 views as of February 20.
Frequently Asked Questions
What happened to Fruce?
Fruce has permanently closed its last outlet in Wisma Atria on January 19, despite briefly announcing its closure was “on hold” in January.
What will replace Fruce in Wisma Atria?
Miki Mizu, a beverage stall, will replace Fruce and is expected to open at the end of February or in early March.
Where else did Fruce have locations?
Fruce operated stores in at least six other locations, including Nex shopping mall, Our Tampines Hub, Lau Pa Sat hawker centre, the Hillion Mall, Sun Plaza and Yew Tee Point, all of which have similarly closed.
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