Anta, China's leading sportswear brand, has opened a store in Bangkok as it moves to reinforce its standing in Asia-Pacific.
During a visit to Thailand, Gavin Lum, regional brand marketing director for Southeast Asia at Anta, unveiled the inaugural Anta store.
Nestled within a 230-square-metre space on the third floor of CentralWorld, the store opened on Oct 31, targeting sports enthusiasts, athletes, and anyone seeking top-notch sportswear and equipment, he said.
Mr Lum said the launch in Thailand reflects Anta's efforts to fortify its position in Southeast Asia.
Thailand boasts a vibrant sports and street culture, as well as retail landscape, he said.
The move into Thailand allows Anta to directly engage with its expanding customer base, previously limited to online purchases, said Mr Lum.
Originating in China three decades ago, Anta expanded its presence in Asia over the past 3-4 years, initially establishing stores in the Philippines, followed by Malaysia and Singapore.
With 12,000 stores in China, 40 in the Philippines, 40 in Malaysia, and four in Singapore, Anta's sporting goods are also distributed through partners in Russia, the Middle East and India.
In February of this year, Anta established Anta Thailand Co to manage store operations here. The company plans to open 10 Anta stores across Thailand in the coming year, Mr Lum said.
He said the Thai market is significant, citing its colourful and dynamic sports culture that is deeply ingrained in the local lifestyle.
Mr Lum said the store offers a diverse range of sportswear and equipment, while offering expert staff advice.
The store sells a wide array of Anta products, including the latest G21 Lite running shoes, and Shockwave 5 Pro basketball shoes endorsed by NBA player Kyrie Irving, as well as various sportswear, footwear and accessories.
The design of Anta's first store in Thailand incorporates elements of local culture, seamlessly blending art and sports, he said.
The store will emphasise basketball and running-related apparel and footwear, reflecting its dedication to these sports, said Mr Lum.
Anta sells around 10 brands within its group, including Fila, Wilson and Salomon, further diversifying its product range.