Retailing, Franchising, and Consumerism Business Intelligence in China

Adidas Opens Additional Chinese Specialty Stores For Women

International sportswear brand Adidas has opened two specialty stores for women in the Sichuan city of Chengdu.

In October 2014, Adidas opened its first women specialty store in Beijing and the company said they will open more such stores in 2015. This new store model targets the female consumer market, which is expected to help the company realize long-term development goals in China.

Colin Currie, Adidas Greater China managing director, told local media that women's products have been one of their fastest growing categories in China and the opening of Adidas women specialty stores represent the company's success in this marketplace. At present, more and more women are into fitness and sports; therefore, they are looking for equipment that can maximize their performance. Currie said that Adidas' innovative technologies and diversified products can meet the demands of female sports lovers.

The two new Adidas women specialty stores in Chengdu will provide all the important product series, including running, training, yoga, and Adidas by Stella McCartney. The style of the stores is specially designed for female consumers, featuring warm colors, soft appearances, bright lights, and light wood furnishings.

As a leading sportswear provider in the world, Adidas Group has a series of core branded products, covering Adidas, Reebok, TaylorMade, Rockport, and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the company has over 50,000 employees and total sales of EUR14.5 billion in 2013. In Greater China, Adidas has over 2,200 employees and total sales of EUR1.7 billion in 2013.

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