KUALA LUMPUR: Sports Direct Malaysia has opened its latest elevated superstore at Bangsar Village 3 here.
This standalone store boasts a retail space of close to 18,000sqft, and marks the 30th store in the country since its inception back in 2011.
The launch was marked by an informal cocktail party and preview for invited guests which included various sport groups and associations, key brand partners among them Adidas, Nike, Puma, Under Armour and Asics, as well as the media.
“We are continuing to develop this new store concept as part of our elevation strategy to enhance the customer experience throughout their shopping journey,” said Sports Direct Malaysia managing director Paul Gibbons.
“Our principal aim remains as delivering unparalleled value and variety but now in a fresh, easy-to-shop format across our various sports and lifestyle zones.
”This includes LED screens at the entrance and instore to better update on latest promotions, trends and activities.
“There are now eight elevated stores open across the country in some of the largest shopping malls, with another nine in various stages of planning due to open over the next 18 months – three of which will open before end April at Tropicana Garden Mall, 1 Utama Shopping Centre and Sunway Iskandar Big Box Johor).
“This evolution is key to maintaining a close working relationship with all our key brands and to ensuring our customers get the best available choice and service within a very comfortable environment” Gibbons said.
The store opening also marked the company considering itself export ready with plans to take the concept overseas starting this year with stores planned in Singapore while discussions are underway for Indonesia, Thailand and the Philippines.
The store is uniquely zoned by key sports categories which include football, running, training (fitness, cross training, gym equipment, weights, boxing, yoga), rackets (badminton, tennis, squash), swimming (pool, beach, water sports), sports (basketball, rugby, extreme games, cycling, skates & indoor games), lifestyle (kids, women and men) and outdoor (hiking, trekking, camping and fishing).
Sports Direct is the UK’s largest sporting goods retailer by revenue and operates a diversified portfolio of sports, fitness, fashion and lifestyle fascia’s and brands.
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