Sporting goods retailer Sports Direct Malaysia has opened its latest elevated superstore at Tropicana Gardens Mall in Tropical Indah, Petaling Jaya.
The new store, the 33rd in Malaysia, boasts a retail footprint of 28,000 square feet which includes both Sports Direct and the new USC lifestyle facia.
The launch coincided with Sports Direct’s announcement of its holding company name for the region, Frasers Group Asia Sdn Bhd, with its new regional headquarters located in Sunway City.
Frasers Group Asia managing director Paul Gibbons said the pandemic has temporarily delayed expansion into the Southeast Asia region.
“We are continuing to develop and elevate our Sports Direct store concept, which will include the new USC lifestyle facia, hence providing a seamless crossover from sport to street as well as leisurewear.
“Our primary aim remains to deliver unparalleled value and variety of branded sports gear but now in a fresh, easy-to-shop format across our various sports and lifestyle zones which includes informative LED screens at both the entrance and in-store to highlight on latest promotions, trends and activities,” he said.
Sports Direct stand-alone superstores are next to open its doors to shoppers in December at Sunway Pyramid, followed by Pavilion Bukit Jalil and Sunway Carnival early in the new year.
Tropicana Corp Bhd group executive director Jared Ethan Ang said they are thrilled to house one of the largest Sport Direct stores in Malaysia and a signature USC store.
“It is a privilege for Tropicana Gardens Mall to be chosen by the UK’s number one sports retailer. Fitness fans will be pleased to know that attractive prizes are waiting for those joining the Under Armour workout challenge on 11 Dec organised by Sports Direct,” he said.
The Sports Direct superstore is zoned by key sports categories which include football, running, training, rackets, swimming, SD sports, SD lifestyle and outdoor.
In addition to the stores network expansion in Malaysia, Sports Direct will upgrade its proprietary web platform at sportsdirect.com for domestic and regional fulfilment.
