Ideas & Opportunities

Mannequins frozen in mid-action suggesting a mountain climbing expedition, colorful canoes on display, even a camping trip--- scenes that are enough to put the less athletically-inclined in the mood for the great outdoors. These are the window displays of the Recreational Outdoor Exchange or R.O.X which opened its doors to the public last November 2007.

The three-level store located at the Bonifacio High Street is immediately noticeable for its hip exterior and sports equipment that easily draws in the crowd, athletic or not.

 

A HEALTHY BUSINESS

However attractive the displays may be, R.O.X. means business. It has in stock some of the biggest brand names in sports and outdoor travel adventure such as The North Face Columbia Sportswear, Mountain Hardwear, LaFuma, Millet, Aigle, Eagle Creek, MSR and Snowpeak. It didn’t take long for the store to become popular, and the store says it’s now the biggest outdoor superstore in South East Asia.

“As early as 1999, the founders [Primer Group of Companies] had already set their foresight on building the country’s first outdoor recreation retail store that would cater to the growing community of outdoor enthusiasts and adventure traveler. The decision to invest on a niche industry like outdoor sports and recreation is a bold move for the company but also came easy for the founders as outdoor and adventure travel has been a personal passion and lifestyle for them as well,” says Roel Chan, Brand Manager of R.O.X.

And with the country currently in the midst of a ‘fitness craze’, getting into a fit and active lifestyle is proving to be a boon to stores such as R.O.X. that have seen sales spike as much 80 percent this year alone.

A FIRST STRIKE PHILOSOPHY

By carefully studying market trends, R.O.X. identified the needs of their consumers and bringing in more sports and wellness related brands that respond to these needs. One example of such is the renaissance of running as a popular sport.

Along with the introduction of new brands to offer more choices to their customers, R.O.X. has also taken the initiative to constantly adjust to their consumers’ needs.

“[We are] expanding our footwear department to 200sqm retail space that will offer comprehensive running gear from shoes, apparel, equipment and accessories. R.O.X. is also positioning itself as a trail running specialist making it unique and specialized from other shoe retailers. We also hired a running specialist to serve as customer consultant and even offer running coaching for free,” Chain said,

Aside from modifying the store, R.O.X. continues to propagate a healthy and active lifestyle to its consumers by holding regular free clinics and talks.

Chan says “[We have] ‘R.O.X. Thursdays’ where ROX invites speakers that discusses topics like Backpacking, Trail Running, Basic Mountaineering course, Cycling, Pilates, Birdwatching, and Rock Climbing.”

Fitness craze or not, R.O.X. continues to do what it does best “As ROX now boast to be the biggest outdoor superstore in South East Asia, the evolution of ROX still continues as we focus ourselves on delivering the best goods and services to our customer as well as to contribute on the Philippines tourism industry and environmental conservation awareness of our countrymen,” says Chan.