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In the seventies, the country’s fledgling sporting
goods industry was characterised by small, family-run sports
shops. J. S. Gill recognized the huge potential of the fitness
craze that was sweeping across the globe. He identified the
market potential for a professionally-organised chain of general
sporting goods stores in Singapore and diversified from distribution
to retailing. The opening of Royal Sporting House at Lucky Plaza
in 1979, then Singapore’s newest, largest and most expensive
shopping complex, was a success, breaking new ground by offering
an unprecedented combination of best brands, best products,
friendly customer service, trained and knowledgeable staff,
a conducive shopping environment, prime shopping locations,
distinctive store identity and design, strong branding and striking
visual display – in addition to competitive, fixed pricing.
There was no looking back. With the rapid expansion of its stores
island-wide, Royal Sporting House had become a compass point
for Singapore’s well-heeled shoppers and the growing tourist
market by 1985.
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