by Rajwin Paul Singh
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Royal Sporting House (RSH) officially launched their latest flagship store in Tropicana Gardens Mall where the brand unveiled its new identity and four core pillars. The rebranding comes after GMG acquired RSH in 2020 to reach into key Asian markets.

RSH seeks to fan the flames with a reinvigorated focus: to help everyone from all walks of life “find their rhythm” through sport. This motto is reflected in the brand’s revitalised identity, which was carefully designed to impact its community.

“With time, we continue to evolve in order to reach the hearts of people, to connect with them humanly on an emotional level, to be inclusive, honest, and most importantly, fun! Rather than talk at people, we want to connect with them. This is why our new brand identity is centred on four pillars – building our house to be a home for all, making sport straightforward and carefree, being on the same page as our customers and placing our community at our core,” shared Carl Masterman, President of Sports at GMG.

The launch of the new store, aptly dubbed “the Royal Sporting House-warming”, saw the attendance of guests and media personnel who were treated to activities galore. From a gashapon machine with an iPhone 14 Pro and Apple Watch as the main prizes to “Sprint n Win” challenges featuring daily top prizes.

In January 2023, GMG set up its Asian headquarters in Malaysia. Mohammad A. Baker, Deputy Chairman and CEO of GMG, commented: “Now that we are in a post-pandemic economy, GMG is able to mark the entry of its sports vertical into key Asian markets by upcoming store openings and expansion plans. Malaysia is our first entry point, as its resilient economy and diversified economic structure are apt to take on the rapidly changing sports retail scene.



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