The entrepreneurial story of the Goh Brothers unfolded like rags to riches, when George Goh, Joe Goh and Steven Goh ( the ‘Executive Directors’) left their sleepy village in Negri Sembilan, Malaysia for Singapore. They were determined to build their own careers. With their humble beginnings, in 1982, the Goh Brothers took the plunge with their hard-earned savings of S$5,000 and their shoe-making skills to set up a men’s shoe factory, De Classici Shoe Manufacturer. Operating from a 50 sq.m factory/shophouse off Bartley Road, the Goh Brothers were producing 30 pairs of quality handmade leather men’s shoes daily under their first house label ‘De Classici Shoe Manufacturer’.
1985 – 1988
An opportunity arises, Goh Brothers decided to trade in imported footwear from Japan, Taiwan, Hong Kong, China, Thailand, Indonesia, Malaysia and Europe. In 1988, the Goh Brothers decided to end the manufacturing business to fully concentrate on their distribution business of men’s, ladies and children’s shoes.
In view of the ever-changing business environment and consumers’ changing needs, the Goh Brothers decided to venture into retailing and distribution of various renowned International sports brands into the Singapore market.
The company rapidly made strides in its distribution business with the expansion of more than 30 international distributorship brands. The brand portfolio was enriched by wider range of products that comprises footwear, sporting goods, apparel, accessories and equipment that is in line with its vision of ‘Total Family, Total Lifestyle’ concept which caters to the consumers across different lifestyle and age groups.
1991 – 1992
The Goh Brothers founded their own retail chain stores known as World of Sports in Singapore with the ultimate challenge to build World of Sports to become a household brand and one of the largest retailer of Sporting brands in Asian markets.
VGO opened it very first World of Sports store in Malaysia located at Sungei Wang Plaza, Kuala Lumpur
1994 – 1999
World of Sports continue to expand both locally and overseas. VGO Corporation has also been awarded.
In August 2000, VGO CORPORATION LIMITED was listed on the main board of the Singapore Stock Exchange.
2001 – 2002
World of Sports started actively setting up more outlets in locations that are convenient to its valued consumers. It stayed focus and implemented a number of key strategies aimed at meeting the demands of today’s shoppers. To make shopping even more interesting and refreshing, much attention was placed in the retail store concept designs and creating a different ambience.
Dedicated to customer service, World of Sports reviewed all the service processes and implemented training for frontline personnel and equipped staff with extensive product knowledge and to keep pace with the expectations of the consumers.
When SARS hit Asia in April 2003, it had a devastating impact on retail business; a drastic fall in visitors’ arrivals and the avoidance of crowded public places.
In the face of the economic downturn, retail and distribution divisions were vertically integrated to allow for lower costs and the improvement of coordination and control.
2004 to 2005
World of Sports ventured into Vietnam market by setting up more retail chain stores and distribution channels.
It has more than 300 authorized dealers and more than 30 retail chains in Singapore, Malaysia and Vietnam.
World of Sports embarked on a change of corporate identity to reflect a more dynamic look of the company’s marketing and business culture. The colour logo, orange, is chosen to reflect an established retail chain with an energetic and vibrant team. Its tagline, ‘PLAY YOUR GAME’ gives instant recognition of WOS as the ‘voice of the industry’ that stay focus on its vision in the Sports and Lifestyle market and the desirability to be innovative. In the same year, VGO was granted the rights to license and produce certain international brands apparel and accessories e.g. Elle Active, Mizuno and Head for its retailing and distribution networks. As an appointed licensee, VGO undertakes the design, merchandising and distribution functions of the products.
World of Sports OUTDOORS concept store was formed with the new store located at Changi Airport Terminal 3. Its tagline, gives instant recognition that our OUTDOORS’ gears are essential elements for EXTREME adventurous.
VGO has also successfully assembled a fashion portfolio including recognizable luxury international lifestyle fashion denim labels, retailed under Bread & Butter. Brands include 7 For All Mankind, True Religion, Evisu, Denim for Immortality, The Proportion of Blu, Tag Jeans, Rock & Republic and Citizens of Humanity. The first standalone boutique was opened at Wisma Atria Shopping Centre Singapore, followed by The Garden located.
2007 to 2008
VGO CORPORATION LIMITED continues to secure exclusive distributorship for renowned international Sporting / Outdoor brands that complement our current product lines, to cater to the diverse group of consumers.
In 2007, Bread & Butter opened its second store located at Millenia Walk Shopping Centre Singapore and its first store outside of Singapore – Bread & Butter @ The Gardens Kuala Lumpur, Malaysia.
VGO opened its first standalone Just Cavalli boutique in Forum The shopping Mall in 2nd Quarter 2009. Boasting an area of close to 1,200 square feet at level 1, the collection consist of Men’s and Women’s ready-to-wear and accessories, to those who wants to make a difference in a more modern and wearable way.
In July 2009, multi-labels luxury fashion store 6five barcode was born and opened its first boutique at ION Orchard, an icon of shopping mall geared for high luxury brand trade. The store carries international labels such as CNC, GF Ferre, Costume National, Tru Trussardi, MCM, Lamborghini, Galliano Rocobarocco, Byblos just to name some.
The last quarter of 2009, Bread & Butter opened its flagship store in Mandarin Gallery, a revamped $200 million makeover four-floor luxury shopping mall linked to the 40-storey Meritus Mandarin Hotel (Orchard Road), featuring international designer labels.
2010 – 2012
VGO Corporation Limited opened 1st Paul & Joe boutique at Marina Bay Sands. The same year, it also opened Bread & Butter, True Religion, Evisu and Afflictions mono stores at Marina Bay Sands – Singapore first Iconic mall.
International French adventure label, Salomon opened its first store in South East Asia store on 25 October 2011. The 804 sq ft Salomon is located at Velocity @ Novena Square.
2013 – 2016
VGO CORPORATION LIMITED continue to bring in new, exclusive and exciting labels and to take the lead and stay abreast in the World of Sports and Luxury Fashion in our long term growth. Riding on the philosophy, “We serve. With passion.”
Being one of the largest and well-established sports footwear, apparel, luxury fashion, accessories and equipment marketer, distributor and retail chain stores in Singapore, Malaysia and Vietnam, VGO has established a trust-worthy reputation and sound infrastructure.
2017 and going forward
Since Dec 12, 2016 the company existing operations of marketing and retailing of sporting and lifestyle goods, footwear, equipment, apparel and accessories are fully owned by the ‘GOH BROTHERS’ directorship under VGO INTERNATIONAL PTE. LTD.
The company is still expanding and well poised to embark on the new goals for the coming years.