Sportswear/CRC Sports

Editorial staff

CRC Sports, a subsidiary of Central Retail and the operator of the sports retail chain Supersports , aims to double its retail footprint in Thailand and expand into Malaysia, Vietnam, and Singapore, further solidifying its position as the leader in performance sports retail in Thailand and striving for one of market dominance in Southeast Asia.

Suthatip Manoonpol, head of growth and partnership – Central Brand and Specialty Group, a subsidiary of Central Retail, said that buying 75% stake in 'Rev Edition’ aligns with the vision and mission of Central Brand and Specialty Group, which are dedicated to sourcing products, brands, and concepts that address the diverse needs of consumers across fashion, lifestyle, and sports.

 "Sports and health are no longer trends; they are essential components of consumers' lifestyles, and the market is experiencing robust growth. As the market leader in retail and wholesale in Thailand, Central Retail recognizes the growth potential in the sports sector, valued at over 35 billion baht and showing promising upward trends. We are now poised for further growth. Combining strengths of Rev Edition and CRC Sports, it drives the growth of Central Retail's sports products and brands to new heights,” she said

  Alexandre Hummel, president of CRC Sports Co, a subsidiary of Central Retail, said that the acquisition of a majority stake in Rev Edition is a pivotal step in advancing the next phase of success for CRC Sports. This move will drive its business growth, broaden customer base, and enhance specialized expertise, solidifying CRC Sports's position as the leading sports retailer in Thailand.

“We aim to increase our market share by doubling the number of multi-brand stores like Supersports and Rev Runner, together with brands’ stores in Thailand, while also expanding into Malaysia, Vietnam, and Singapore to capture market share and establish ourselves as one of the top players in Southeast Asia,” he said.

It plans to have 20 Rev Runner stores in Malaysia within 3-5 years. The company plans to open first Rev Runner in Singapore in the first quarter of next year.

He added that CRC Sports is committed to solidifying its leadership in the performance sports retail market by developing a comprehensive business ecosystem. This strategy encompasses specialized expertise across all sports categories, effective management of a diverse range of leading sports brands, and the cultivation of a vibrant sports community, along with extensive sales channels across multiple platforms.

“Our advantage as a multi-brand sports store, offering the widest selection, will help foster a sustainable business ecosystem. Additionally, we share a passion and a common vision for leveraging the power of sports to enhance lives and unlock the immense potential within the industry. As pioneers in the Thai sports market, Rev Edition is the perfect partner, aligned with our shared objectives,” he said.

 Distribution rights for various brands will remain under CRC Sports’s management, while Rev Edition will retain its administrative rights for brands such as Hoka, Saucony, Goodr, 2XU, CEP, Qiaodan, XTEP, Kailas, Champion, Aonijie, National Geographic, Teva, and Oakley.

Combined with existing brands like Reebok, Columbia, LFC, Merrell, Speedo, Wilson, and Umbro, CRC Sports will expand its distribution portfolio in Thailand to encompass a total of 20 brands. This acquisition will enable CRC Sports to enhance its position as a leading provider of a comprehensive sports shopping experience.

“With over 24 years of experience in the sports industry, Rev Edition operates under the belief that performance and success in sports require not only dedication and training but also access to high-quality equipment. We focus on sourcing the finest sports gear from around the globe to enhance athletic performance. This vision aligns seamlessly with the commitment  of CRC Sports, a part of Central Retail, to being a leader in performance sports retail. Joining this group presents a significant opportunity for Rev Edition and its brands to accelerate growth and further realize our strategic goals,” Pornsak Chinawongwatana, CEO of Rev Edition Co, said.

Currently, the sports trend is experiencing continuous growth, broadening its appeal and increasingly emphasizing enhanced physical performance.
“We are observing a significant shift in customer behavior, with average spending on performance sports products rising by approximately 15% compared to 2023,” added Nr Pornsak.

Len Lertsumitkul, head of strategy and business excellence - CRC Sports Co. Ltd., said that under CRC Sports's management, Rev Edition will preserve its unique identity, core values, and expertise, while also leveraging the extensive network of Central Retail that spans the country and beyond.
Currently, Rev Edition operates a network of 159 locations across Thailand and Malaysia, featuring Rev Runner stores, brand shops, in-store counters (shop in shop), and various multi-brand outlets, as well as online platforms. These channels are poised for expansion both domestically and internationally.

CRC Sports plans to open additional eight stores, including one Supersports location and seven more for brands such as LFC, Columbia, Merrell, and Reebok.
Furthermore, Rev Edition is set to launch 19 new locations in the fourth quarter of 2024, which will include Thailand's first National Geographic lifestyle store.
Plans also include expanding both multi-brand and brand stores by over 20 locations, including those in Malaysia, by 2025.