Under Armour Inc. plans to open its second store in the Chicago suburb of Aurora, IL. The store in the Fox Valley Mall will measure 6,000 square feet. Under Armour began testing its own retail stores in November when it opened a 4,500-square-foot store in Westfield Mall in Annapolis, MD.
Christopher Hufnagel, vice president of retail for Under Armour, told the Chicago Tribune that the larger store is part of an effort to experiment with different size prototypes. But much like the Annapolis store, the Aurora store will bring the sports stadium experience to retail with a concrete facade, tunnel entrance and a ramp leading into the store.
“It's like walking into a stadium,” said Hufnagel. “The goal is to transport the customer and make them forget they're in a mall.”
On its Q4 conference call, Under Armour said it plans to spend between $5 million and $7 million this year to open three to four stores.
