Asics store technology case

This Tuesday, the first dedicated Asics running store will open on the ground floor of Greenbelt-3 in Makati and Sonia Trading’s Anil Buxani promises a unique shopping experience for sports enthusiasts in that nowhere else in the world is the Japanese brand’s full 2010 collection on display.

Buxani, 45, manages the Sonia enterprise that his father Kay Sham built nearly 50 years ago. He has transformed Sonia into a forward-looking company that is involved in sports apparel and footwear, sports-related health care equipment and accessories and healthy eating. Two years ago, Buxani opened a new chapter in Sonia’s history by moving into retail with Onitsuka Tiger’s first store in Greenbelt-5.

Now, Buxani is upbeat on Asics’ new store and just as optimistic in launching a chain of cafes offering Amy’s Kitchen organic food in time for Sonia’s 50th anniversary in 2012.

Buxani’s younger brother Kiran, 42, has moved back to Manila with his wife Cristiane and their two children after living in San Francisco for years and is involved in Sonia’s expansion, too. Buxani’s wife Tina and Cristiane are likewise in the business loop.

“These are exciting times,” said Buxani. “Dad built the foundations of our business and gave Sonia a solid reputation as a company with a passion for sports. We owe everything to him and our mother. Now, it’s our turn to show what we can do to make the company grow even bigger.”

A sure sign of progress is the plan for Sonia to move to a brand-new, three-storey office building and stockhouse off Alabang Hills by 2012. Sonia’s building on the South Expressway will be converted into a cold storage for the food line.

But the immediate priority on Buxani’s plate is the launch of the Asics store.

“It’s about as big as our Onitsuka Tiger store, close to 80 square meters so you’ll find it quite spacious,” said Buxani. “What makes the Asics store special is it’s the only Asics store in the world with the full 2012 collection on the shelves. We’re putting out stuff that’s not even available in Japan at the moment. By August, we’ll introduce a foot ID scan where we can analyze the best shoe for the shape of your foot. The store will be stocked with Asics’ high-tech running apparel, footwear and accessories. Additionally, we’re the only Asics store in the world with the running collections of Japan, the US, Europe and Australia.”

Buxani pointed out that Asics pioneered in designing running shoes for a high arch (cushioning shoe), a normal arch (structured cushioning) and a flat arch (maximum support).

“Asics is always ahead when it comes to technology,” continued Buxani. “For structured cushioning, there’s nothing better than the Asics Kayano, our top-of-the-line model which was chosen Shoe of the Year in 2009 by Runner’s World Magazine. It sells for P7,900 a pair and comes in four colorways. For cushioning a high arch, we have the Gel Nimbus, another multi-awarded shoe. And for maximum support, we have the Gel Evolution and Gel Foundation. So we’ve got the shoe for whatever kind of foot or whatever arch you have.”

Aside from running shoes, the store will also feature trail shoes on the shelves. They’re the all-terrain type for off-road running. The Gel Trabuco is a popular model for this kind using the DuPont technology Goretex. Asics shoes for other sports, like squash, badminton and basketball, and the lifestyle line will continue to be available in outlets such as Planet Sports, SM and Toby’s.

“Just entering the store is an experience in itself,” said Buxani. “The design is patterned after the top Asics stores in Tokyo, London and Taipei. The shoes are arranged by category so it’s not difficult to track what you’re looking for. It’s a fluid store, no clutter. We’ve got a TV monitor showing the wide selection of our award-winning shoe variants. The store has a modern feel and invites sports enthusiasts of all ages.”

Buxani said another Asics advantage is its gender-specific cushioning. “Our shoes for men are totally different from our shoes for women,” he noted. “We don’t just resize our men’s shoes for women. We’ve designed a higher tilt for women with a softer mid-sole cushion because of their natural contour. That’s one of our 2010 innovations.”

Buxani said Asics will operate eight stores by 2012, including an outlet in Cebu, Davao, North Luzon and South Luzon. Onitsuka Tiger will have four stores and Amy’s Café six by then.