Sports have gradually entered the Mauritian life-style. The Li Pak Shong family must have felt there was good business underlying it. “In 1997, when we opened Allsports, there was a lack of specialised shops in Mauritius. Many people could not afford to buy famous international brands. So we created a Mauritian brand, more affordable to everyone,” Steven Li Pak Shong, one of the four directors explains.

The company did not only aim at supplying the market with unusual products. The setting up of Allsports was also a way of dealing with problems in the textile sector already present at the time. Until 1997, the family was only concentrating on Victory garments, a factory specialised in kids’ wear. The firm exported to big markets like Europe, the United States… With the difficulties the sector had to face, they decided to diversify and created a subsidiary to Victory: Allsports.

The shops concentrate on sportswear, street wear, as well as bags and caps. Although they are not the only ones on the market, they think they have certain advantages.

They consider their products as up-market. “We invest much in our products in terms of design and materials - we base ourselves on European models and on the international trend in general. As a result, we are at the leading edge of fashion.” Raw materials either come from Asia or are made locally.

With its 400 employees and six sales outlets over the island (not to mention the three in Madagascar), Allsports is well established in the field. Its four production sites manufacture products for the local shops and those in Madagascar. 30% of the production is exported to the regional market. For the moment, it is still a small market but it will be extended gradually.

Despite all this, Allsports still considers itself as a small family company. “Actually what makes me think we are a small company is the small size of the market. Although business is not so bad, we know we could do a lot better.”

Why is that so? Aren’t Mauritians sporty people? “I can’t really say that Mauritian are sporty. Of course, they like sport very much – football being undeniably the most popular – but they are not given the opportunity to practise any sports!”

The main problem, according to Steven, is the lack of infrastructure. He thinks that not enough is done to encourage people to practise sports. Of course, there are playgrounds for clubs or first division teams but not much for individuals. “The authorities are not the only ones to be blamed. Except for some rare big companies, there are not many firms in Mauritius, which help sports to develop. You hear about them only during the Jeux des Iles, but then they just forget about sports and athletes. But sports is like education; it’s a long-term mission.”

Badminton and tennis tournaments</B>