Royal Sporting House opens its flagship store at Tanglin Mall. The newly renovated 8,000 square feet space streamlines the multi-brand shopping experience for sports enthusiasts by retailing a deeper selection of sporting apparel; footwear and accessories, including pinnacle performance products, in the 4 main performance disciplines of running, training, swimming and tennis.
The interior design for this flagship store is a stark contrast from all Royal Sporting House stores in Singapore. The open ceilings, black fixtures and wall panels as well as concrete flooring were decidedly chosen to reflect a modern yet tough and sportive feel. Key brands are zoned in a shop-in-shop format to recreate a singular brand experience within the store’s multi-brand environment, to allow ease of shopping for customers. Value added services such as a gait analysis for runners and tennis racket recommendations by in-house specialists are also offered at this store.
RE-INVENTING THE MULTI-BRAND SPORTS RETAIL ENVIRONMENT
Streamlining the number of brands to mainly Nike, Adidas, Under Armour, Reebok, Asics, Wilson and Speedo allows Royal Sporting House to offer a deeper product selection within the running, training, tennis and swimming disciplines for customers. There are also plans to range in technical products from brands such as Hoka for serious runners. This approach marks a departure from its regular Royal Sporting House stores found in suburban malls which typically retail basic to mid-range performance and lifestyle products from over 20 brands.
The multi-brand sports retailer also offers a complimentary gait analysis at its new flagship store. Customers will be ushered to a waiting area to have a quick consultation by service staff to select a pair of running shoes before testing it on a treadmill in store and having a gait analysis done to ensure that the customers leave with the right pair of shoes for their feet. Also for tennis enthusiasts, an in house tennis specialist will be able to recommend the right racket and there are plans to also introduce a racket re-stringing service in this Tanglin Mall store.
Chief Executive Officer of RSH South East Asia, David Westhead said, “Streamlining our brand offering in store allows us to go deeper in what we offer within the performance categories of running, training, tennis and swimming. This is a direct reflection of the sporting interests of many Singaporeans. Our new direction aims to be able to offer the experience and products that you will find in the boutiques of many sports brands but with the convenience of having this under one roof.”
To capitalize on the space offered within the store, the retailer is currently working with several brand partners to create in-store events such as mini WODs (work out of the day) for consumers to attend for free, to make fitness a lifestyle.
RE-ENERGIZING ROYAL SPORTING HOUSE
The Royal Sporting House brand has been in Singapore since 1977 and over 40 years has grown from its first store to 30 stores islandwide today. It also boasts presence in the region including Malaysia and Philippines.
Efforts to re-energize the Royal Sporting House brand by the management of its parent company RSH (Singapore) Pte Ltd include renovation plans for several of its stores in Singapore this year, opening a store in the Orchard Road belt, a CRM program that will be launching in September this year, a re-launched website that features brand pages where customers can have a quick view of what are the latest product offerings from brands as well as plans to move into the e-commerce space by the end of the year.
Address: Royal Sporting House, Tanglin Mall 163 Tanglin Road #01-21/24 S (247933)
Opening Hours: 10.30am to 9pm (Mon to Thurs) 10am to 9pm (Fri to Sun)