Focus Malaysia Feature: nimbly stepping into the athletic wear market

Matthews, who worked as a consultant in various multinational companies for seven years, ensured that her business ran on a very lean budget and leveraged the internet crowd as much as possible. “There must be a way where we can operate with a lean team, and do more [business] online.”

On finding solutions

“When I started out, the aim was to and more affordable sportswear because I had started my running journey. Even then, it was difficult to and things that were [under] RM100,” says Matthews.

“For the average Malaysian who earns RM 3,000 per month, to spend RM200 on a piece of clothing is a lot, which is why we keep the prices low. Customers would not have to wait for discounts because they can a ord it,” she says.

On making fitness accessible

The physical store is also a venue for tness classes, opening its doors to people desiring a healthy lifestyle and experiencing the sportswear at the same time.

“We want fitness to be more accessible and friendly. Most of our customers are working women aged 25-50 and although people are cutting their spending, there is still a lot of opportunities,” says Matthews.

Ash Be Nimble has expanded its distribution network, including outside the country. “We have about 20 stockists in Kuala Lumpur, Kota Kinabalu, Sibu, Singapore, Manila and Hong Kong. There are also mul- ti-brand stores that carry our brands.”

On using your resources wisely

Matthews, who worked as a consultant in various multinational companies for seven years, ensured that her business ran on a very lean budget and leveraged the internet crowd as much as possible. “There must be a way where we can operate with a lean team, and do more [business] online,” she adds.

Marketing and advertising were done exclusively on social media as the company did not want to spend any money on regular advertising. This strategy works well as Ash Be Nimble is seeing good response to its products.

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