In May, Emirati sports retailer, Sun & Sand Sports (SSS), opened its first flagship store in Southeast Asia, in Singapore’s Raffles City. The 11,000 sq ft store features products from well-known fitness and lifestyle brands and a 3D foot scanner that customers can use to help them find the right fit.According to Mohammad A. Baker, deputy chairman and CEO of GMG, the global well-being company that owns SSS, “the Asian market is extremely strong and the company is very confident in the region’s capacity for growth in the coming years.”“Singapore is especially well-poised in the region. On the ground, there is high receptiveness to exciting brands and concepts like SSS. This is helped along by a very vibrant retail scene that we are now excited to contribute to,” he told Inside Retail.He believes that the high demand for athleisure and premium sportswear in the island republic makes it the perfect base for further expansion into the broader Asian market. “Consumers in Singapore are extremely conscious about what they purchase. When it comes to their sporting equipment and wear, they want good quality items that will last, an ethos that we are committed to,” he said.Singapore as a launchpadBaker revealed that GMG will open three SSS stores in Singapore this year, at Raffles City, Bugis+ and Westgate, before exploring further international expansion of SSS.“We aim to enhance our consumer-brand identification with consumers of the Southeast Asian region by engaging with customers directly and creating a tangible brand experience that will in turn strengthen customer loyalty,” he noted.Baker said that GMG’s interest in the Southeast Asian market dates back to 2020, when it acquired Royal Sporting House, a leading multi-brand sports retailer in Singapore and Malaysia, and recognised the huge untapped market potential for sports and equipment in the region.Baker said that SSS aims to redefine the conversation about performance and the positive impact of sports on happiness and well-being.“Shoppers can also expect to find various experiential zones and educational spaces peppered throughout our stores. Now, we are excited to bring our unique vision of sports to the rest of Southeast Asia through our expansion plans into this region,” he explained.Heritage mattersAccording to Baker, ever since SSS was founded in 1979, the company has championed a strong culture of sports and active living across the Middle East with its portfolio of brands, which include some of the world’s most known and loved sports and lifestyle brands, such as Puma, Converse and New Balance.Carl Masterman, president of sports at GMG, believes this will appeal to Singapore’s discerning customers, and help SSS compete in a dynamic retail scene, where there are always new brands and offerings in the market.“We knew that SSS needed to stand out, and how we do this is by offering a fresh retail experience and a novel store concept to consumers,” he told Inside Retail.The company’s research has shown that customers are looking for brands that have values that align with their own, and they place significant value on the reputation and trustworthiness of brands.“We have introduced more than 120 brands into our markets including international brands such as Nike, Converse and Timberland. We are confident that our offerings will resonate with consumers as we bring this unique vision of sports to Singapore,” he elaborated.The future is brightThe sports retail industry in Singapore is highly competitive, with both local and international brands vying for market share, and shoppers have high expectations for seamless omnichannel retail experiences.“Singaporean consumers are very tech savvy — they demand much more out of their retail experiences, as opposed to the boring bricks-and-mortar browsing experience of the past,” Masterman said.He pointed out that the team has incorporated several engaging, digital touchpoints in the SSS flagship Raffles City store, like the 3D foot scanner and LED plinths with levitating shoes on display, to create a retail experience that excites shoppers.“We also have exciting plans in the pipeline to better engage with Singapore’s sporting community later this year,” he revealed.Social media is an area that the brand is looking to leverage, and coupled with digital touchpoints in the store, will allow consumers to better engage with the brand. He said there are plans to collaborate with local sports brands or athletes in the future too.In for the long haulAccording to Masterman, GMG has long-term goals to establish a strong foothold in the thriving Singaporean marketplace. “We strive to offer a unique retail experience that goes beyond traditional bricks-and-mortar stores, and by leveraging innovative technologies and digital platforms, we aim to drive sales and elevate customer engagement,” he added.From his perspective, while revenue growth and sales figures are important metrics, the company will be closely monitoring customer feedback, online reviews and surveys to ensure the company is meeting and exceeding customer expectations.According to Masterman, the company plans to open 11 stores across Southeast Asia, including Singapore and Malaysia, over the next three years.