Migros, Switzerland's largest retail cooperative, will expand its Outdoor by SportXX shop-in-shop to eight more SportXX locations in Switzerland by the end of the year.
The cooperative said the expansion follows the success of its Ryfell Running by SportXX shop-in-shops. The five existing stand-alone Outdoor by SportXX stores will remain in business.
Migros set up its first Outdoor by SportXX shop in March 2014 in Glattzentrum Wallisellen, followed by two more locations in Conthey and in Brügg. The new shop in shop concept in these three SportXX branches has proven itself.
“The customers appreciate finding the entire sporting goods offer under one roof,” said Roman A. Müller, head of SportXX.
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 sites in Buchs, Sursee, Bülach, Carouge, Schönbühl, Thun and Steinhausen.
The Outdoor by SportXX shops measure 320-450 square meters of retail space and selection of apparel, footwear, accessories and equipment for from Haglöfs, Marmot, Fjällräven, Hanwag, La Sportiva and The North Face.
Each shop-in-shop will be staffed by trained trekking specialists, including outdoor enthusiasts who test products on multi-day treks in their stores market area Müller said.
Outdoor by SportXX was launched in 2008 and is expected to operate 16 locations by the end of the year.