Reebok India is planning to set up stores exclusively for kids. The first such store is set to open either in Mumbai or Delhi. The company also plans to increase its total number of women’s stores to ten by the end of the year.
“The decor and ambience at these stores would be tailored to suit the kids’ preferences,” said Subhinder Singh Prem, managing director, Reebok India. Singh said the products would cater more to what the kids today want, so there would be apparel like NBA numbers and more sporty shoes etc.
According to him, consumers are getting increasingly segmented by mindset, and it is important to associate with them the way they wanted.
The kids’ stores would be a lot more interactive with a fair amount of cricket and other popular sports and sporting heros thrown in.
As far as the women’s stores are concerned, Reebok realised that sales were significantly higher at such stores in comparison with the women’s section in a general store.
Apart from having a greater range of products, these stores are also designed to appeal more to the woman shopper, and have a different feel and even smell to them.
Apart from this, Reebok will continue with its expansion plans for its general stores. It currently has 158 stand alone stores, and plans to open around a store a week to reach 180 by the end of the year. Reebok India has a turnover of Rs 250 crore.