Your gateway to the GCC and CIS regions
We help global brands enter and grow in Central Asia
Sportinental is a regional company specializing in the distribution and development of international brands across Central Asia and the CIS markets.
Company Overview
We are designed for brands that want a regional operator with real retail capability, local management, scalable logistics, and a clear route from launch to long-term growth.
- 25+ people in the company
- Focus on CIS
- Logistic Hubs in Dubai and Kazakhstan CIS
- Local team in Kazakhstan managing the CIS markets
- 7 brands in catalogue and growing
About Sportinental
Our Story
Sportinental is a regional company focused on the distribution and development of international brands across Central Asia and the CIS region.
Established in 2023, the company operates from its headquarters in Dubai, with a strong local presence in Kazakhstan managing the CIS markets.
Sportinental combines retail operations, e-commerce, and logistics to support brand growth and market expansion in the region.
- Brand Development
- Retail Operations
- Marketplace Management
- Direct E-commerce
- Regional Logistics
- Market Expansion
Our Mission
To build sustainable brand presence in fast-growing markets by combining local operating teams, strong execution standards, and a scalable regional infrastructure.
Our approach
We align wholesale, retail, e-commerce, brand presentation, logistics, and team structure so every market entry becomes operationally sound.
Brand portfolio
Selected brands partnerships
Our portfolio approach is built around premium positioning, strong channel fit, and the ability to activate both retail and digital sales.
We tailor market presence by brand, geography, and rollout timing.
UMBRO
Kelty
Jack Erwin
Venettini
Paul Evans
Ace Marks
Vionic
Retail Operations
Retail presence
Sportinental operates retail in Kazakhstan through partnerships with key local retailers, ensuring strong brand visibility and market presence.
- Owned and operated retail presence in Kazakhstan
- Store-level brand presentation and merchandising control
- Direct customer insight from local foot traffic and in-store demand
- Retail team integration with marketing, logistics, and digital channels
E-commerce Ecosystem
Multi-platform distribution supported by digital control
We approach e-commerce as an operating channel, not just a listing exercise. Our model includes platform management, campaigns, and direct execution to support brand growth and customer experience.
- Marketplace platform management across local and regional channels
- Direct-to-consumer e-commerce for brand growth
- Merchandising and campaign support
- Coordination with logistics and retail operations
What we manage digitally
- Marketplace setup and catalog management
- Product uploads and pricing coordination
- Campaign execution
- Customer journey optimization
- Brand adaptation for local digital audiences
Platform scope and operations can be adapted based on the brand and market.
Company Structure
Regional leadership combined with local execution teams
Sportinental is structured to keep strategic coordination, sourcing, market operations, and field execution closely aligned.
This gives partner brands visibility into who is responsible, where decisions happen, and how local markets are supported.
Dubai Hub
- Chief Executive Officer
- Chief Operating Officer
- Marketing Function
- Logistics Coordination
- E-commerce Function
- Finance Function
Kazakhstan Hub
- Local Company Structure
- Country Manager
- Brand Manager
- Two Regional Sales Representatives
- Retail Store Employees
- Local Market Execution Support
Spain Hub
- Sourcing & Business Development
- Partner Relationship Support
- Commercial Development Input
Logistics
Regional supply chain supporting efficient distribution
Our logistics operations are supported by warehouse infrastructure in Dubai and Kazakhstan, enabling distribution across Central Asia and the CIS.
- 1Stock is collected from the brand warehouse
- 2Inventory is transferred to bonded warehouse storage
- 3Main storage is managed through a 3PL warehouse in Kazakhstan
- 4Stock is released as orders are received
- 5Inventory is distributed to e-commerce and retail channels
Why this matters for partner brands
- Clear regional warehouse logic centered in Kazakhstan
- Bonded storage capability supports more flexible stock management
- Operational link between digital demand and local retail replenishment
- Scalable model for future multi-country rollout
- Stronger visibility on inventory movement and release timing
Expansion Roadmap
Built for phased growth beyond Kazakhstan
Sportinental’s expansion strategy is structured around operational readiness, market sequencing, and the ability to support new territories without weakening execution in the core region.
Our next-stage office launches are planned to strengthen regional reach and brand accessibility.
Uzbekistan — 2026
A natural next step for regional expansion with strong potential for brand development, wholesale relationships, and future direct-to-consumer growth.
Georgia — 2027
A strategic market for broader Caucasus connectivity, premium positioning, and stronger regional visibility for international brand partners.
Armenia — 2027
An expansion market with long-term value for localized commercial execution, controlled distribution, and ecosystem growth across the region.
Partner Value
What brands gain by working with Sportinental
- A regional operator with direct retail capability
- Operational visibility from warehouse to customer
- Market launch support backed by local teams
- A channel strategy that connects wholesale, retail, and e-commerce
- A growth roadmap that supports multi-country expansion
What this platform proves
- Owned and operated retail presence in Kazakhstan
- Full control over marketplace and e-commerce operations
- Local team structure with on-ground execution
- Established logistics flow with bonded warehouse model
- Clear expansion roadmap across Central Asia and Caucasus