First Look: Skechers opens its first ‘performance store’
Skechers has unveiled a new experiential retail format at West Edmonton Mall in Alberta, Canada.
Designed as an immersive destination, the reimagined store features half-size pickleball and basketball courts where consumers can try out the brand’s latest performance-oriented products. The 7,500-plus sq. ft. space has an expansive sales floor, the largest among Skechers concept stores worldwide, surrounded by state-of-the-art digital LED screens.
In addition to dedicated areas for pickleball and basketball, consumers can experience the full breadth of the brand’s offerings for golf, soccer, running, training, walking, trail and hiking.
Skechers has been ramping up its team sports business with the global roll-out of court, football (soccer), basketball and cleated styles. It has a growing roster of Olympians and elite athletes competing in its footwear.
“With the world’s elite pros wearing our shoes from the court to the pitch, mound and green, our retail stores’ innovative performance products have become a magnet for athletes who want game-changing product with essential comfort — and the time has come to launch a new play,” said Michael Greenberg, president of Skechers. “Our new performance store offers competitors at every level the complete experience: from our largest-ever offering of performance footwear, apparel and accessories, to Skechers specialists and educators for our diverse sport technologies, and courts where consumers can discover how our product performs without ever leaving the store.”
Skechers has been on a roll. In October, it reported a better-than-expected third quarter. Net sales rose 15.9% to a new quarterly record of $2.35 billion, topping estimates of $2.31 billion.
The company raised its full-year outlook from its previous July forecast. It expects sales between $8.925 and $8.975 billion and diluted earnings per share of between $4.20 and $4.25.
As of Sept. 30, Skechers had 592 domestic stores and 1,151 international stores. Its collections are also available in 180 countries and territories through department and specialty stores.