2XU debuted a store-in-store concept inside TrySports. TrySports, based in North Carolina, has provided 2XU with dedicated retail space in their South Park (350 square feet) and Chapel Hill (150 square feet) stores.
This allotted store-in-store allows for additional branding, large format graphics and point of purchase displays, as well as product merchandising, mannequins and foot forms. A broad range of 2XU gear is displayed, including seasonal run and fitness apparel, and compression wear, affording TrySports the ability to carry more 2XU garments than any other retailer on the east coast.
“Our customers are very excited with the new 2XU store-in-stores in our shops,” says TrySports CEO Hal Smith. “Our sales have increased dramatically because this type of presentation shows much more product and customers are buying multiple pieces of 2XU apparel.”
In addition to a larger retail selection, 2XU has also conducted product clinics to ensure that all TrySports staff are fully armed with extensive knowledge of both the athletic apparel and compression gear. Consumers will get the full 2XU experience when interacting with employees and will be able to make an even more educated choice when choosing their apparel.
Richard Verney, sales director of 2XU states, “This Store-in-Store concept represents an exciting future approach to specialty retail. 2XU is thrilled to launch this effort in partnership with TrySports as both our organizations share a vision of co-operative retail environments that allow both the brand and retailer to create a more conducive shopping experience for the consumer.”
In 2014, TrySports will introduce additional 2XU store-in-stores to three more locations in the North Carolina region. Hal Smith, TrySports CEO, states, “We have an aggressive expansion plan for our retail locations. Our partnership with 2XU has allowed TrySports to create a powerful brand story within our South Park and Chapel Hill locations. Based on the success to date, it is our intention to deploy additional 2XU store-in-store concepts within our new and existing store locations.”
