Multi-brand specialist apparel retailer Royal Sporting House Singapore has renovated its Tanglin Mall space and re-opened it as its flagship store.
Covering 8000 sqft (743 sqm), the store offers a wider range of sporting apparel, footwear and accessories, including performance products in the disciplines of running, training, swimming and tennis.
In contrast to other Royal Sporting House stores in Singapore, the flagship has open ceilings, black fixtures and wall panels as well as concrete floors. Key brands are zoned in a shop-in-shop format, while value-added services include gait analysis for runners and tennis racquet recommendations.
Brands have been streamlined to mainly Adidas, Asics, Nike, Reebok, Speedo, Under Armour and Wilson. There are also plans to introduce technical products from brands such as Hoka for serious runners.
“Our new direction aims to offer the experience and products from sporting brand boutiques with the convenience of being under one roof,” says Royal Sporting House Southeast Asia CEO David Westhead.
Meanwhile, the retailer is working with brand partners to create free in-store events, such as a mini-workout of the day.
Royal Sporting House has been in Singapore since 1977, growing from one store to 30. It also has a presence in such countries as Malaysia and the Philippines. There are plans to renovate several Singapore stores this year as well as open one in the Orchard Road belt. A CRM program will launch in September, and the brand’s website has been re-launched with plans to also move into the e-commerce space by the end of this year.
