Major plans in pipeline for sports retailer

  • Metro News
  • Friday, 31 Jan 2020

Sports Direct at IOI City Mall is zoned according to key sports categories.

SPORTS Direct is on a mission to establish itself as the country’s number one sports retailer and at the moment it’s all about an “upward curve”.

That is the view of Sports Direct Malaysia managing director Paul Gibbons, who said the recent opening of two more superstores at IOI City Mall in Putrajaya and Bangsar Village respectively, underlined their commitment to growing the brand and further investing in the


“We are naturally excited about opening two superstores, ” said Gibbons, adding that to-date, their investment was over RM100mil and that another four outlets would be opened by the end of April, adding to the 30 already in place.

“Plans are in hand to open new outlets at Dataran Pahlawan Melaka Megamall, Tropicana Garden Mall, One Utama shopping centre and Sunway Iskandar Big Box Store in Johor Baru. This comes after Malaysia became the first country in Asia to have a Sports Direct retail outlet in 2011.

“At present, we directly employ just under 800 employees and the company is heavily committed to their training and development.

“We carry 72 international sporting brands and Sports Direct Malaysia has annual sales in excess of RM200mil.

“Our flagship stores are in Bukit Bintang and along the Federal Highway, with both measuring 26,000sq ft in area.

“Our first store opened on April 29,2011, in Subang Jaya and it is 15,000sq ft so you can see we have come a long way. But we are not stopping there.

“We are developing a new concept store as part of our multi-channel elevation strategy to enhance customer experience at every step of the journey.

“We aim to deliver an unrivalled range of quality products — both third party brands and group branded products — with different customer value propositions across our sports and lifestyle ranges.”

Gibbons added that their “elevation strategy continues to enhance and improve” the stores and product offerings.

“This is vital to strengthen our relationships with our key third party brand partners, to deliver benefits for consumers and to drive the group’s long-term profitability.

“The concept for our new stores is constantly evolving, based on feedback from customers and our international brand partners as seen at IOI City Mall, for example, where an 18,000sq ft store provides strong emphasis on creating a compelling experience for shoppers.

“The store is zoned according to key sports categories, including football, running, training (fitness, cross training, gym equipment, weights, boxing, yoga), racquets (badminton, tennis, squash), swimming (pool, beach, water sports), sports (basketball, rugby, extreme games, cycling, bikes, skates, table games, darts, table tennis), kids, women, lifestyle and outdoor (hiking, trekking, camping, fishing).”

Gibbons said they were working closely with leading international brands like Nike, Adidas, Under Armour and Puma, and have in their portfolio internationally recognised sports, fashion and lifestyle brands such as Slazenger, Sondico, Everlast, Muddyfox, USA Pro, Gelert, No Fear, Karrimor, Antigua, Campri, Lonsdale, Nevica, Donnay, Carlton, LA Gear, Title, Soul Cal, Hot Tuna, Firetrap, Kangol, Golddigga and Full circle.

“Sports Direct Malaysia also has an e-commerce website at in our bid to invest in a new generation of stores, ” he said.

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