India is at the cusp of a sneaker revolution. And, Mandeep Singh Chopra, owner of Limited Edt, sees it as the perfect moment to introduce his sneaker haven to the bustling streets of India. With a successful track record of opening 15 stores in Singapore, Limited Edt is now gearing up to make its mark in India. However, the question lingers: why did Mandeep, hailing choose Singapore as his initial base? Let’s delve into the story behind this strategic move.
What prompted you to launch Limited Edt in 2003?
I began my journey in 2000 at a general sporting goods store, gradually establishing a lifestyle section focused on classics like the adidas Superstar, Country, Stan Smith, Nike Force 1, Dunks, and Cortez. Building a following over time, a pivotal moment in 2002, with a small line of 15-20 people during a launch, combined with my visits to New York and Tokyo, convinced me to open a sneaker boutique in Singapore.
What influenced the decision to launch Limited Edt in Singapore, and how did you identify the market niche for a specialised store in the country?
Inspiration from sneaker boutiques in New York and Tokyo during my travels led to the decision. Despite a small and niche following at the time, I believed Singapore was ready for such a venture. Retro sneakers and fashion sneakers were already trending, prompting us to open in Queensway Shopping Centre, a popular spot for traditional Sporting Goods stores. We stood out, attracting attention from consumers interested in sports.
Could you outline the journey and key milestones in establishing over 15 successful sneaker stores in Singapore?
After our initial launch, significant moments included the opening of our Vault store on Orchard Road in 2005, marking our entry into the prime shopping belt in Singapore. Our Marina Bay Sands store, Chamber, brought a fashion-forward element with designer collaborations. Over time, we diversified to cater to different niches, such as the Hall Of Fame store for basketball and LE.WAY stores for skate products. Recently, we’ve opened larger format stores under our original Limited Edt brand, stocking not only sneakers but also streetwear and lifestyle products.
With the growing sneaker culture in India, was it a major factor behind your expansion plan into the Indian market?
The primary driver is the opportunity, coupled with a belief that global brands don’t pay enough attention to the Indian market. If we can be a catalyst for change, it’s an exciting prospect.
How do you plan to stay ahead of emerging sneaker trends in India, given the rapid evolution of the sneaker culture in the country?
Balancing global trends with the preferences of the Indian market will be crucial. Despite the steep learning curve, building a deep-rooted connection with the community and catering to their needs should keep us ahead of the curve.
Are there any plans for unique collaborations or exclusive releases tailored specifically for the Indian market?
Absolutely, we have upcoming collaborations for 2024 that will launch in India, and we are actively working on India-specific collaborations. We aim to open doors for numerous collaborations tapping into the creative talent in India.
In the era of e-commerce, how do you plan to balance your brick-and-mortar presence with online sales in India?
Both are equally important, and our brand ethos needs to be reflected in both. While a significant effort will be put into online presence given the market size in India, we value the interactions and experiences provided at physical stores, underscoring the importance of brick-and-mortar.
With sustainability becoming increasingly important, how do you plan to integrate eco-friendly practices within your stores and align your brand with the growing environmental consciousness in India?
We are aligning ourselves with brands serious about sustainability, such as Wasted Collective in Singapore. Partnering with them for a neighbourhood cleanup, we recognize the importance of integrating eco-friendly practices into our DNA. These practices will soon be incorporated into our store designs in both Singapore and India. Stay tuned for more updates.
