Our Journey
Founded in 1999 as CONELI SDN. BHD. (now known as XCRIIM SDN. BHD.), we are a Malaysian sportswear and sporting goods manufacturer and retailer with a heritage spanning more than five decades.
We offer a comprehensive multi-category portfolio that includes performance apparel, footwear, balls, and sports equipment designed to meet the needs of athletes and sports communities at every level.
Together with our sister brand, CONELI, XCRIIM has established a strong presence throughout Malaysia by offering a complete range of sportswear, footwear, and sporting equipment for futsal, football, badminton, volleyball, track and field, and many other sports. We provide a one-stop solution for educational institutions, schools, sports clubs, associations, governing bodies, corporate organizations, government agencies, and community sports programmes.
Our wholesale distribution network extends across every state in Malaysia, with more than 300 sports retailers carrying CONELI and XCRIIM products, creating a strong and far-reaching market presence and ecosystem. Complementing our wholesale operations, we also operate five company-owned retail stores in Kuala Lumpur, serving customers directly with quality products and expert service.
XCRIIM, our dynamic performance brand, is dedicated to empowering youth, grassroots, and semi-professional athletes. With a strong focus on community football, school sports, training programmes, and youth tournaments, we deliver innovative, stylish, and high-performance sporting apparel and equipment that inspire the next generation to perform at their best.
Through our subsidiaries, we provide comprehensive sourcing, supply, and procurement solutions for schools, communities, sports clubs, retail partners, and sports development programmes across Malaysia and Southeast Asia. Backed by decades of industry experience, an extensive distribution network, and a deep commitment to sporting excellence, XCRIIM continues to be a trusted partner in supporting the growth of sports and active lifestyles throughout the region.
Lesley Lau
Brand Founder