Sports World is expecting a better year
Active Nation, operator of Sports World outlets, expects its total revenues this year to reach Bt1.5 billion, up from Bt1.2 billion last year, after opening three new shops.
Managing director Kamolpan Siripanporn said the optimistic forecast followed the company's opening last month of a new flagship outlet in the Jungceylon shopping complex at Phuket's Patong Beach. The company invested Bt50 million in the new shop. It expects to attract more than 200, 000 shoppers and receive revenues of Bt300 million in its first year. Kamolpan said sportswear is now becoming popular among people of all ages. The value of the sportswear market in Thailand in 2006 was Bt15 billion, and there are only three big players: Super Sports, with more than 60 outlets around the country; Sports World, with 18 branches; and Sports Mall with six or seven branches. "People are now wearing sportswear not only for exercise, but also to be fashionable or trendy," he said. The company's new shop in Phuket targets three main customer groups: tourists, expats and locals. Ninety per cent of its business expected to come from tourists, particularly from China, Singapore, Hong Kong and Europe. "The shop in Jungceylon has the second-largest floor space in our group, following the branch at Seri Centre in Bangkok," Kamolpan said. "The Phuket shop will become Sports World's flagship, with the highest sales volume of all our shops." He said the company planned to open two more outlets this year at an estimated cost of Bt100 million, but he declined to say where. The opening of the Jungceylon branch was also the launch of a refurbishing programme involving all Sports World outlets. The new concept will offer sportier selections and "private areas", making the shops more attractive. Moreover, the company is developing in-house brands like Kesida and Out Fitter and promoting well-known brands like K Swiss, Lotto and Wilson. Active Nation has also opened a new store called Foot Gear by Sports World, located in CentralWorld in Bangkok, on a trial basis. The shop sells only shoes, and its performance will be evaluated before consideration of expanding the concept. Meanwhile, Jungceylon deputy chief executive Prawit Janyasittikul said that while only 10 per cent of the new complex's commercial area was occupied at present, more operators were expected to move in soon. These include SFX Cinema in April and Robinson Department Store in July. Suchat Sritama The Nation
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