Darren Choy
JOHOR BARU: adidas (M) Sdn Bhd, which has 30 outlets currently, plans to open 30 more stores nationwide within two years. Managing director Darren Choy said the company was always evaluating retail opportunities but, at the same time, was highly selective in opening new outlets.
He said all future outlets would be known as Sport Performance Concept (SPC) stores, showcasing a wide range of products in one location.
“SPC offers consumers a stronger and broader range of athletic footwear and apparel,” Choy said at the opening of adidas Johor Baru City Square outlet recently.
He said the SPC outlets would offer consumers a wide variety of performance products – from high performance and training gear to casual sports wear.
Choy said the Johor Baru City Square outlet, with a built-up area of 3,500 sq ft, was the biggest adidas store in the country at present.
Only adidas products would be made available at the SPC outlets, he said, as it would create better awareness of the brand among consumers.
“We realised three years ago that our brand was not that strong in the country and we needed to do something about it,” said Choy.
He said the company believed that opening new stores was one way of building its brand, apart from the usual advertising and promotion activities, as consumers were becoming brand loyalists.
Adding an outlet carrying a mono brand in one location would register better sales that those with multi-brand names, he said, adding that the opening of new stores could either be done solely by the company or via franchising.
Presently adidas owns five of the 30 existing outlets.
Choy said the ideal built-up areas for its stores would be between 1,200 and 1,800 sq ft, with investment of RM200,000 to RM500,000 per outlet.
RSS