To provide an exceptional customer-centric shopping experience from the beginning, all the way to after-sales.  


To build lifelong relationships through our compassionate, customer-centric service. 

We want familiarity. For us to know our customers, and for them to trust us.

At IDENTITY, we’re taking this ideal and running with it. It’s not just about the business we’re in, but how and why we do it. 

Go ahead. Be brave. Show us your IDENTITY.



We value trust above all else. Because we know what it takes to earn it.

We want to show you that we make good on our promises, even if it means taking a hit on a sale. That's how much your trust is worth to us.

It’s why we go the extra mile so that your experience as our valued customer is always the same.

Every. Single. Time.

We embrace change, celebrate diversity, and champion inclusion.

We conduct ourselves with integrity, accountability, and transparency.

We adopt a growth mindset, armed with the courage do what’s right, even when no one’s looking.

We inject humor and color in everything we do, because life's too short to take things too seriously.

We love what we do, because there's an element of play in how and why we do it; playful, yet professional.