Retail in Asia

In Shops

Reebok to convert 50 stores into new model by 1Q14 in India

Reebok India is planning to convert 50 of its existing retail stores into Fit Hubs, the recently launched concept store model, by the end of first quarter of 2014 as part of its repositioning of the brand from a sports brand to a fitness brand. All its future stores would be of the Fit Hub model, while the existing shops would be converted to the new model over the years, said Somdeb Basu, brand director, Reebok India.

Speaking to the reporters in the sidelines of launching its first Fit Hub in Tamil Nadu, in Chennai, he said, "By the first quarter of 2014, we are expecting to launch 100 Fit Hub stores across 10-11 cities. This includes conversion of around 50 stores and setting up of another 50." At present, it has seven Fit Hub stores, including two converted from existing regular stores.

He added that going forward, the company would only be opening stores with fitness concept and the existing stores would gradually change to Fit Hubs. The company has around 450 stores across the country, at present. The company would reposition the existing stores into the new model once the contract of the franchisee is expired, he said.