Retail stores with stock so abundant that they spill out into the corridors; escalators crisscrossed with short staircases; laksa aroma wafting in the air. A visit to Queensway Shopping Centre in southern Singapore is likely to yield these initial observations. Aside from its wide range of goods like spectacles, jeans, and food, Queensway Shopping Centre has gained a reputation as “Singapore’s Sports Mall.”

Queensway Shopping Centre first opened its doors in 1976 to cater to the residents of the Queenstown district. A $10 million strata mall development, the four-storey (with basement) shopping centre’s initial tenants sold clothing, spectacles and sports apparel. The building has a central octagonal space with retail shops radiating outwards. Shopping in this layout can be confusing for many shoppers, who often make several rounds before locating their shop within the retail labyrinth.

Sports Shoe Galore: Sports World Pte Ltd

Sitting calmly on a chair at the storefront, Mr Sabeer looked out into the distance. The shop smelled of new shoes, well-stacked on shelves which give a clear view of the features of each shoe. Sports brands like Nike, Adidas, Puma and Asics were easily identifiable at first glance. 

Mr Sabeer is a retailer of sports shoes and other sporting apparel. Prior to setting up shop in Queenstown Shopping Centre in 1979, he had operated a tennis and squash equipment store at Kallang Sports and Tennis centre, where specialised services like tennis racket stringing were offered. It was in Queenstown Shopping Centre that he expanded his product offering and started selling sports apparel.

The 1980s were a boom time for Mr Sabeer’s business. Singaporeans then not only showed enthusiasm for sports, but were also more conscious about “playing their favourite game in style.” He recalled how the Malay community constituted a large proportion of his customers, especially in the sale of soccer shoes and jerseys. Before the advent of cashless payment and electronic bookkeeping, transactions were completed in cash and stock keeping was done manually. Mr Sabeer and his employees would make a mental note of how much stock was left for each item and restock them accordingly. Distributors would carry samples of each shoe model and retailers like Mr Sabeer would be able to collect them within a few days. Marketing was not a huge priority at that time as being located in the Queensway Shopping Centre already gave them an advantage in marketing. 

Tastes and preferences in sports shoes have changed drastically since the 1980s. “If you had a Nike in the 1980s, people would laugh at you!” On the other hand, Puma and Adidas were strong brands in those decades. Certain shoe models could be left on the shelves for five to six years due either to poor sales or longer manufacturing cycles. This limited customers’ choices of shoes and it was common for them to use one pair of shoes for multiple types of sports. This is in stark contrast to today, where limited edition models are highly sought after and people own technical shoes that are designed specifically for certain sports. 

Breaking into a smile, Mr Sabeer shared how some customers who frequented his store in their student days had by now become parents or even grandparents. “Sometimes they will bring their children and grandchildren to my store,” he added with pride. More than four decades of running his store had brought him into contact with all kinds of people, from those who play sports casually to professional athletes. At times, he even supplied shoes to prominent individuals in Singapore. Clearly, Mr Sabeer took great pleasure in building relationships with customers and occasionally exchanging knowledge about various sports with them.

However, running his own sports retail business of 44 years has come with significant sacrifices. “A lot of family functions and weddings happen on weekends, but we can’t get away,” Mr Sabeer reveals. He also regrets not taking his children on overseas trips when they were younger, since the school holidays had always been a particularly busy time for his business. 

The Tennis Racket Veteran: Transworld Sports

The storefront of Transworld Sports displays newspaper cuttings, autographed tennis rackets, and certificates associated with the store and its owner. Mr Eric Lim established Transworld Sports with his wife Mrs Teresa Lim in Queensway Shopping Centre in 1989. Even before it had forged its reputation as a sports retail hub, Mr Lim foresaw that the mall would be a good place to set up shop. Initially, Transworld Sports sold a range of general sports goods under various brands. Eventually, the Lims streamlined their business to offering tennis equipment and racket stringing services. 

Mr Lim’s affinity with tennis goes beyond his business interests. As a former tennis coach, he is knowledgeable about the sport and has a network of colleagues and former students who are actively involved in the sport. Mr Lim is also the son of Lim Bong Soo, a decorated tennis player who amassed an impressive collection of trophies and honours in Malaya during the 1920s-30s. On 24 April 1929, Lim Bong Soo went up against three-time defending champion Khoo Hooi Hye in a nail-biting match, eventually winning against his older opponent. Since tennis runs in his blood and has been a significant part of his life, opening a tennis retail business seemed like a fitting choice for Mr Lim.

Stringing rackets is a niche service that requires specialised equipment. Mr Lim first picked up the skill from the people who helped set up his stringing machines. He then took up a master racket technician course run by the United States Racquet Stringers Association to get certified. Mr Lim’s racket stringing expertise is recognised and sought after internationally. Since 1991, Transworld Sports has been appointed the official stringer for a number of tennis tournaments—including the Youth Olympic Games (2010), International Premier Tennis League (2014) and 28th SEA Games (2015). 

A group of students wandered aimlessly through the store, hopping from the tennis rackets to the tennis shoes and back to the rackets. Their youthful excitement and boisterous chatter are in stark contrast to Mr Lee’s placid demeanour, yet the latter still kept up. Like a walking tennis encyclopaedia, Mr Lee responded calmly to the students' queries. His speech was laced with technical terms related to spin and grip size, among others. This situation is mirrored by his wife Mrs Lee in the store’s second unit space opposite. Side note: many of Queensway Shopping Centre’s tenants have multiple shop units to store their many product offerings! 

Evidence of Mr Lee’s vast experience abound in the interior of the shop. Pictures of him standing next to tennis legends like Andre Agassi and Kei Nishikori stand like dignified soldiers in front of tennis rackets on display. Newspaper cuttings and more photo frames can also be found in the large pull-out drawer—a treasure trove of memories associated with the shop.

When asked about the joys he finds in running his tennis retail and stringing business, Mr Lim was quick to mention the many opportunities he has had to meet tennis legends and work on their rackets. The individuals in his star-studded clientele were not only influential clients who would raise his shop's profile, but also athletes he personally admired as a former tennis player. Moreover, Mr Lee sees his business as a way of carrying on his father’s legacy. Even though his shop is no longer taking on tournament stringing jobs, today it still continues to serve a balanced mix of customers young and old. 

Gearing Up For The Future

There is clearly more to businesses like Mr Sabeer's and Mr Lee's than meets the eye. A sports shoe shop serving multiple generations. A tennis shop operated by Singapore’s first certified racket technician. Where these sports retailers fall short in terms of brand recognition, they make up for with their storied pasts. From the everyday man hoping to improve his fitness, to the seasoned sportsman whose performance depends on the gear he uses, there was something for every type of sports enthusiast in “Singapore’s Sports Mall”. 

Unfortunately, the sports retailers face a concoction of threats: high rent, new industry players like Decathlon and perhaps another en bloc attempt in the future. Having been in the mall for decades, many shop owners are also advancing in age. Still, both Mr Sabeer and Mr Lee spoke for a handful of sports retailers when they shared their hopes to stay in Queensway Shopping Centre for as long as they can. “There is no big fortune to be earned, but it’s still an honest living,” remarked Mr Sabeer. 

Bibliography

“About Us.” Queensway Shopping Centre Website. Accessed February 16, 2023. 

https://www.queenswayshoppingcentre.com.sg/about/.

National archives of Singapore. View of Queensway Shopping Centre Located at the Junction of Queensway and Alexandra Road. 1977. National Archives of Singapore.

https://www.nas.gov.sg/archivesonline/photographs/record-details/e4ab188e-1161-11e3-83d5-0050568939ad.

“Hooi Hye Beaten.” Malaya Tribune. April 25, 1929, 10. From Newspaper SG.

https://eresources.nlb.gov.sg/newspapers/Digitised/Article/maltribune19290425-1.2.69

“Shopping: A Twice Weekly Advertisement Feature,” New Nation, August 13, 1977, 14. From NewspaperSG.

https://eresources.nlb.gov.sg/newspapers/digitised/article/newnation19770712-1.2.84