Top Story


Home >> Media – Print >> Article

Adidas plans to open 25 exclusive outlets, double turnover

Font Size   16
Adidas plans to open 25 exclusive outlets, double turnover

Adidas India Trading Ltd. plans to add 25 exclusive company-leased outlets to its existing network of 10 in the next three years. The sports footwear and apparel company also expects to double its turnover in the next three years.

The 10 company-leased Adidas outlets account for 18 per cent of Adidas’ turnover. The retail expansion plan is in line with its new positioning which entails a shift from being a ‘sports performance brand’ to a brand that straddles ‘From Competition to Lifestyle.’

Adidas India has 70 exclusive stores, including 10 company-leased stores; and has presence in 500 multi-brand life-style establishments and malls in over 45 cities. Besides focusing on metros — a 2,000 sqft exclusive, company-leased outlet is opening in Delhi this week — the new retailing drive will also accelerate in second tier-towns.

The new format stores — a mix of over 1,000 sqft and over 2,000 sqft carpet area outlets — are designed to be brightly lit, sporty and youthful in ambience. And its new fixtures are said to be around 30 per cent more space-efficient.

To broaden its network at prime retail locations, Adidas India pursues three approaches: first, it forges shop management alliances with individual firms whom it provides location, interiors and inventory support while manpower and routine retail operations are handled by these firms. Second, it scouts for franchisees controlling prime locations; and third, it explores synergistic alliances with major sports speciality stores, lifestyle malls and fashion labels on a case-to-case basis.

Adidas claims that all its larger franchisees are making money. The payback period for franchisees usually ranges between eight months and 12 months.

Though globally acknowledged as a sports footwear major, in India, both apparel (sourced locally) and footwear (sub-Rs 1,900 sourced locally) are said to account for 45 per cent each of the overall turnover, and the remaining 10 per cent by accessories (sourced locally).


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular