The stores sell sports and casual shoes in small retail outlets. CRC is putting its money into the new stores because it can open more of them in less time than it takes to launch one of its SuperSports outlets.

"As the market leader, we would like to keep developing new retail formats," said Nath Vongpanich, managing director of CRC Sports Co Ltd.

The company opened its first Fit outlet at the beginning of this year at Central Pinklao, followed by a second outlet at Central Rama III.

The company operates 55 SuperSports outlets. The firm has about 25 per cent of the Bt16.5-billion retail sporting goods market.

Nath said it cost more than Bt10 million to open a 1,000-square-metre SuperSports store. That's compared with one Fit outlet of between 80sqm and 150sqm, which costs between Bt2 million and Bt3 million.

He said the company planned to open around five Fit stores next year.

"We also see high growth potential for sports footwear in the Thai market because people have become increasingly concerned about their health and become more interested in sporting activities. Thai consumers own around three pairs of athletic shoes each on average," he said.

Kwanchai Rungfapaisarn

The Nation