Friday, May 09, 2008 Sports goods retail chain opens second branch at mall expansion
WHILE more and more children prefer computer games to sports, an executive of a sporting goods retail chain stresses the importance of engaging the young in sports.
“It’s a challenge (to get children nowadays into sports) but we have to get them interested. They cannot live sedentary lifestyles, otherwise they will have a stroke or become unhealthy,” said Toby Claudio, retail operations head of Toby’s sporting goods and sports apparel chain.
Claudio admitted that growing interest in computer and video games has affected global sales in sporting goods and apparel. But beyond its interest to expand the business, Toby’s is engaged in an advocacy to get children and adults into sports and live healthy lifestyles, he said.
Toby’s opened Wednesday its second branch in Cebu City, at the second level of the SM Northwing.
Claudio said the company spent about P8 million on the new outlet, which is bigger and carries more brands and products.
The new shop also sells Toby’s own products like Equipe sports apparel and balls and TKO boxing gear.
“The ambiance here is also better. We put a lot of graphics and the surroundings are designed to encourage people to get into sports,” he said.
Claudio said Toby’s is optimistic about the Cebu market, particularly in water sports. “We will continue to add more brands and products in water sports,” he added.
He said that given the “space, opportunity and further growth in Cebu,” Toby’s would invest in an interactive store that will be
equipped with a sports arena where customers can try out sports equipment.
“We want to be more visible here,” he told Sun.Star Cebu. “This is why we now own the two branches in Cebu.” Toby’s took
over the Cebu branch when the contract of its franchisee expired four years ago.
In a press conference, Claudio said that before the opening of Toby’s SM Northwing branch, Cebu was an “under-served” market for the retail chain as it was only present in one mall.
“Maybe, eventually, we will open in Ayala within the year,” he said.
Contrary to observations that Cebuanos are reluctant spenders, Claudio said the Cebu market is particular about the quality of sports equipment and is willing to pay for the right value.
He said, though, that the store is still working on getting bigger customer traffic for its latest outlet. He said he is hoping that daily customer traffic at the Northwing branch would go up to about 600 to 800 people, as in the SM City main mall outlet.
The Northwing branch entertains only about 100 potential customers a day, prompting Toby’s to plan to install more
signages.
Claudio assured that prices at Toby’s SM Northwing branch are the same as those in the main mall. The new branch also offers the same sale promotion programs.
“The new store gives us the chance to serve the Cebu market better. It provides customers better experience because there’s more space to move around,” he said.
Also, items that could not be displayed at the main mall outlet due to space constraints can be found at the Northwing branch. (LAP)
