Fitch kicks off store for Reebok in US

International Sportswear manufacturer Reebok has opened a flagship store in New York with design by Fitch.

The store stocks Reebok’s entire range as well as providing customers with access to specific sports-related information.

The Fitch concept incorporates this with an interactive kiosk in the centre of the 418m2 retail space. An interactive display can be accessed at the store window from the outside, even after the store has closed.

“By offering an exceptionally high level of accessibility to products, information and services, Planet Reebok will aim to increase the brand’s customer loyalty,” says a Fitch spokeswoman. “The store focuses on fun and entertainment so it’s an exciting and interactive place to shop.”

The store’s floor plan has been designed to allow the display of menswear and womenswear in different areas, in line with findings from research carried out by Fitch and Reebok which showed that men and women prefer to shop separately.

Store graphics have been co-designed with New York group CITE, and retain Reebok’s traditional white and blue colours to reinforce the Reebok identity.

“The overall environment is bold and uncomplicated, using warm, natural materials accented by metals,” adds the spokeswoman.