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Published on September 4, 2007

The new golfing-equipment outlet in The Emporium is aimed at capturing the increasing number of Asian expatriates, particularly those from Japan, South Korea and Taiwan, who live in the Sukhumvit area and play golf as a favourite sport.

Following an investment of more than Bt40 million, the new 200-square-metre Asian Spec Zone opens on Thursday and will offer about 20 Asian brands of golf equipment designed specifically for Asian players, including Srixon, Mizuno, Callaway, Kasco, PRGR, Nike Golf, Ping, Tourstage, McGregor, Bridgestone, Matsumoto, Gosen and Tsuruya.

Saridpong Rattanapote, senior chief merchandising officer for The Mall Group, said about 80 per cent of shoppers for golf equipment at The Emporium's Sports Mall were foreigners and that only 20 per cent were Thai.

"The Asian Spec Zone will follow our proactive strategy of promoting Sports Mall as a leading local sports specialist by reinforcing our leadership in particular sports. It is also in line with the current trend towards health-consciousness and a closer interest in sporting activities," Saridpong said.

"Golf equipment contributed the highest growth rate - 40 per cent - to Sports Mall in the first six months of the year, totalling about Bt300 million in sales. We expect golf equipment to contribute sales of at least Bt500 million for all of this year," he said.

This first Asian Spec Zone in The Emporium will not only help Sports Mall increase the number of its foreign and Thai customers, but also serve as a prototype operation for similar additions to Sports Mall sections in branches of The Mall.

New Asian Spec Zones will be added to golf sections in the Sports Mall outlets in The Mall Ngarmwongwan later this year and The Mall Bang Khae early next year, Saridpong said, adding that total sales of sports equipment at Sports Malls were expected to grow at least 15 per cent this year to more than Bt1.8 billion.

To coincide with the opening of Asian Spec Zone in The Emporium, Sports Mall has announced the launch of a major promotion campaign for golfing equipment. From Thursday to September 23, it will offer discounts of up to 60 per cent on the price of golfing equipment and other privileges. The campaign will feature products from three brands: Iomic, Fourteen and Yamaha.

KWANCHAI RUNGFAPAISARN, The Nation