Speedo, the international sports-wear brand traditionally
associated with swimwear, is looking at broadening its appeal as a
fashion brand by opening the first of several showcase stores in the
UK.
The first store opens next March at the giant Bluewater Park retail site
in Kent, and Speedo is exploring the viability of opening a number of
other stores in the UK during the coming year.
The company was unwilling to give details of exactly how many stores it
plans, but president of Speedo International, Mark Hammersley, said: ’At
the moment it’s a one-off store. However, we might look at one or two
more concept stores to support our brand vision.’
Like other retailers and manufacturers, Speedo is keen to exploit the
boom in the convergence of sportswear and fashion and is looking to
flagship stores to market itself to a wider audience.
Competition swimwear still makes up 60% of Speedo’s sales. However, the
company recently broadened its merchandise to include beachwear and
fitness and leisure gear and has developed a range of high-performance
clothing for sports as diverse as the decathlon and volleyball.
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