SportXX Migros plans to expand its Outdoor by SportXX shop-in-shop concept to eight more of its locations in Switzerland by the end of the year.
Results from three Outdoor by SportXX shops opened in Glattzentrum Wallisellen, Conthey and Brügg since March 2014 as well as the success of Ryfell Running by SportXX shop-in-shops provided the proof it needed to move forward with the concept. Five existing stand-alone Outdoor by SportXX stores will remain in business.
“The customers appreciate finding the entire sporting goods offer under one roof,” said Roman A. Müller, head of SportXX, which operated from 57 retail locations in Switzerland at the end of 2014. SportXX is part of Migros, a retail cooperative that provides purchasing, IT and other management services to hundreds of independently operated retailers.
The first of the new Outdoor by SportXX shops opened Aug. 29 at the SportXX store in the center Dreispitz in Basel. Upcoming locations include SportXX stores in Buchs, Sursee, Bülach, Carouge, Schönbühl, Thun and Steinhausen. Each shop-in-shop will be staffed by trained trekking specialists, including outdoor enthusiasts who test products on multi-day treks in their local market area, Müller said.
The Outdoor by SportXX shops measure roughly 3,500-to-4,800 square feet and offer a selection of apparel, footwear, accessories and equipment from Haglöfs, Marmot, Fjällräven, Hanwag, La Sportiva, The North Face and other brands. Outdoor by SportXX was launched in 2008 and is expected to operate 16 locations by the end of the year.
