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Reebok to set up ‘Fitness Studios’ to push growth

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In a bid to revamp the brand and operations in India, Reebok is now looking to push its growth via its newly launched store format ‘Reebok Fitness Studios’ (RFS). Currently in the pilot phase of opening Fitness Studios along with Reebok Fit Hub (RFH) stores, the company is looking forward to set up more of these in the coming years. Its first ever Fitness Studio in the country was opened in Mumbai a few months back.
Speaking about the proposed roll out, Somdeb Basu, Brand Director, Reebok India said, “From 2013 onwards, we started repositioning as a fitness brand. The expansion of Reebok Fitness Studio is part of the company’s strategy to create a new brand identity as a fitness brand, moving away from its past positioning of a sports gear brand. Our Fitness Studios aim to truly serve as a one-stop fitness destination helping our customers, and help them achieve their fitness goals.”
Besides introducing the new retail format stores, the company has also altered its product offerings. As per Basu, “We have completely exited from selling sports merchandise like cricket bats etc., and have brought in products catering to fitness. Other than selling Reebok’s merchandise, Fitness Studio under take classes in yoga, aerobics and other forms of workouts”.
US-based sports brand, Reebok entered India in 1995 through 80:20 a joint-venture partnership with Phoenix.  Recognized as the pioneers in distribution in the country’s footwear industry, Reebok was merged with Adidas India in 2011, a development in sync with Adidas-Reebok merger at global level in 2005.
In 2012, Reebok India suffered a big setback when a multi-crore accounting fraud at top brass level was uncovered. Many stores were closed. Thereafter, the parent company Adidas India decided to re-position Reebok as ‘Reebok Fit Hub’ (RFH), a premium store offering fitness and training merchandise, besides   advice, guidance and information on community-based fitness events. The format   aims to tap the growing creed of health-conscious consumers who perceive health and fitness as lifestyle and seek avenues to achieve the same.
In recent times, the company has been increasingly focusing on launching women-centric products and giving such items more display in its stores. The move has increase the revenue contribution from female customers from 15 percent two years ago to over 30 percent at present. In top-end Fit Hub stores contribution from women clientele has reached up to 45 percent.
Reebok’s current pan India network consists of 300 stores in India, of which 130 are Fit Hubs. The company plans to convert all
its existing stores into its new format ‘Fit Hub’ stores by mid 2017.

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