Middle East sports retailer launches first Asia store in Singapore

MAJOR Middle East sports retailer Sun & Sand Sports (SSS) has opened its first Singapore store, spanning 11,000 square feet, at Raffles City.

This is also the first SSS store in Asia. The brand is owned by Dubai conglomerate GMG, which entered South-east Asia in 2020 with the acquisition of sports retailer Royal Sporting House.

SSS intends to open two more stores at Bugis+ and Westgate later this year, and has plans for a total of 11 stores across South-east Asia, including in Singapore and Malaysia, over the next three years. 

GMG deputy chairman and chief executive officer Mohammad A Baker said: “The opening of our first South-east Asian SSS store in Singapore is a testament to our belief in the region’s strong growth, and we believe this will open the pathway to many more opportunities in the future.”

The new store carries products from over 21 sports brands, and features digital technology, with “experiential zones and educational spaces” throughout the store. These include a customisation zone, where shoppers can personalise products, and a digital foot scanner for more efficient shoe shopping.

To celebrate the grand opening of the store, the opening weekend from May 19 to 21 will include activities such as a gamified running experience and an arcade with photo opportunities.

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SSS currently has over 120 stores across six markets in the Middle East. Besides sports, GMG’s businesses include everyday goods, health and beauty, property and logistics.