Intersport moves away from fashion in new-look outlets

Sports retail group Intersport is to roll out new retail formats across its 225 UK stores this autumn in an attempt to establish a sports-led rather than fashion-led brand.

The group is also considering bringing an Intersport Woman concept – on test in Holland – to the UK.

The Intersport retail and buying group for independent sports retailers operates in 18 countries.

Three new retail formats are being tested in Glasgow, Stratford and Wood Green, London. They vary from a modern “Gap” look to displaying sports equipment at the front of the shop.

A format will be drawn up from the trial outlets and adapted by Intersport members for local markets.

Intersport marketing manager Tina Martin says: “We hope the outlets will be a shining example of what authentic sports retailing should be, not what unfortunately it has become – which is buying a discount sweatshirt to go to the pub in.”

Martin says the Intersport Woman concept store is being considered for the UK market.

The programme to homogenise fascias will be completed by December 1999 and a brand-building advertising campaign launches this month.

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