Meet Mandeep Chopra, managing director of Limited Edt and a member of the Robb Report Singapore Thought Leaders community
It’s not hyperbolic to describe Mandeep Chopra as the most influential and prolific proponent of sneaker culture in Singapore. As much as he operates within the framework of a family business, which is also run by his brother, uncle and cousin, Chopra is responsible for defining the landscape of the Singaporean sneaker scene by ushering the most coveted and conversation-dominating products to our shores.
A survey of the Limited Edt horizon reveals this: since opening its first brick-and-mortar store in 2003, it’s now a flourishing empire of over 17 stores island-wide, with offerings that include footwear, apparel, accessories, consumer electronics and artisanal toys. The scale and sweep of Chopra’s endeavours in the ecosystem of sneakers also include exclusive collaborations with some titans of the industry, such as Adidas, Puma, New Balance, Reebok, Asics and Vans.
“Our main goal has always been to ensure that Singapore gets the best product from whatever brand. Our guiding light was the fact that we took it upon ourselves to make sure they didn’t ignore our tiny little country,” he reveals.
Did you choose to occupy the shoes you fill today?
Yes. I always knew I wanted to come into the fold of the family business and since I wasn’t going to be a sportsman, the next best thing for me was to enter the sports industry.
I started from scratch in retail, working the floor and learning about the various aspects of the business. Then, through travel, especially to New York and Tokyo, I saw how sneaker culture was booming outside of Singapore. Looking at stores there, I felt that there was space in Singapore for that culture to be celebrated and enjoyed as well.
As you built the business, did you encounter an initial challenge that resolved into an advantage?
In 2003, I opened our first dedicated sneaker boutique in Queensway. It stuck out like a sore thumb just because every other store was a mom-and-pop operation selling everything under the sun. We took a gallerist’s approach to sneakers and sold a specific curation of offerings. From there, things took off. Till today, consumers are incentivised to come to our stores because they get a curated range of the key styles from all the big global brands.
What keeps you going?
I see it as a family legacy that I’m carrying on and growing. This business revolves around what I love, whether it’s music, sports, art and fashion. These days, those worlds collide so seamlessly. My passion for them, individually and collectively, has only gotten stronger over the years. So, in the short and long run, I want to take Limited Edition and my family business to greater heights, even if it means expanding it beyond Singapore.
Photography by Eugene Lee, Enfinite Studio
Hair & Makeup by Sophia and Victoria, Suburbs Studio
