Inventive Retail Group will create a network of multi-brand sports shoe stores in Russia. The project was called Street Beat. This is a relatively new format for our country - Athletic Specialty. The network will include multi-brand points with a wide range of sneakers and sneakers for everyday life from brands such as Nike, Adidas, New Balance, Converse, etc.
In the US, the share of stores of this format occupies 30% of the sports goods market, in Europe - 20%. This is a novelty for Russia, although wearing comfortable sports shoes in everyday life is already an integral part of youth sneaker culture.
Street Beat's target audience is urban youth, people with active lifestyles, sports, stylish, fashionable trends. The name of Street Beat reflects the rhythm of the city, its fast pace and dynamic movement. Colors that are commonly used in cartography formed the basis of the corporate range of the new brand. Light green - green, blue - water, yellow - streets, gray - neighborhoods. In working on naming, the company collaborated with the Russian agency Lexica naming, and the retail strategy was developed by the international agency Shopworks.
The area of Street Beat stores will be 150-200 square meters. It is planned to open retail outlets in the shopping centers of Moscow, St. Petersburg and million-plus cities. Until the end of 2014, two network stores and an online store will be launched. In total, it is planned to open a network of 50 stores by 2019. Investments in the project - 7 million dollars.
Let us remind you that the Inventive Retail Group is a project uniting the networks of specialized stores of leading manufacturers of digital electronics, children's and sports goods. Today, the core of the company is made up of the brands Apple, Samsung, Sony, Lego and Nike. In 2014, the company's portfolio included Prenatal and UNOde50.