Champs Sports is putting a new spin on its stores, unveiling a reimagined design in two locations that now offer a broad selection of footwear and apparel, as well as what the company calls "product storytelling."
Champs, part of the retailer Foot Locker, on Tuesday said two of its existing stores had reopened with the new format, which it described as featuring "an immersive retail experience." Those stores are in malls: the Brandon Exchange in Tampa, Florida, and Washington Square in Portland, Oregon. Champs, a chain with 378 stores, said it plans to continue to scale the new reimagined concept to additional locations.
Sports footwear and apparel sellers have been upping their game when it comes to brick-and-mortar retail, with chains such as Dick's Sporting Goods offering splashier displays and more interactivity — particularly with its large-format Dick's House of Sport locations, with experiential amenities such as rock climbing walls, batting cages and outdoor fields. Just over a year ago, Foot Locker debuted a new store prototype at the Willowbrook Mall in Wayne, New Jersey. Eight reimagined Foot Locker stores have opened globally across North America, Europe and Asia over the past year.
The design of Champs' new store format was "driven by customer insights," and the concept "introduces an inviting and modernized storefront featuring a bright, organized design and an extensive selection of multi-brand apparel, footwear and accessories," according to the chain. Product storytelling "comes to life through elevated presentation walls and digital displays," Champs said.
"At its core, Champs Sports focuses on serving sport-style enthusiasts with head-to-toe assortments," Tony Aversa, senior vice president and general manager of Champs Sports, said in a statement. "The reimagined store concept redefines what the Champs Sports in-store shopping experience can be, enhancing every step of the customer journey. Tampa and Portland are dynamic markets making them ideal locations to unveil a new store experience that reflects our brand ethos."
New York-based Foot Locker, Champs' parent, is in the midst of change. In May, Dick's Sporting Goods announced it had struck a deal to buy Foot Locker for $2.4 billion. In addition, Foot Locker is relocating its headquarters to occupy 110,000 square feet at 570 Carillon Parkway in St. Petersburg, Florida.
The Champs new-format Brandon Exchange store is near Foot Locker's new Sunshine State headquarters, and the "Washington Square location is embedded in a market with deep roots in sport and sneaker culture," according to Champs.
Its new format features sport-inspired storefronts, displays to showcase brands, with an emphasis on outfit-building, a multi-brand, family-friendly zone featuring footwear for women and kids, measuring tools with 3D scanning technology to help customers get a precise fit, and dedicated men's and women's Run Club areas.
Champs Run Club is an in-store and nationwide program promoting movement and inclusivity through running.
The new store design will help Champs, according to Neil Saunders, a retail analyst and managing director at analytics firm GlobalData. However, the chain may need more, he said.
"While Champs is a mall staple, there is no doubt that it has fallen behind in recent years," Saunders said in an email to CoStar News. "New entrants, like JD, have left Champs stores looking tired and uninspiring. The refresh will help to create a more engaging experience and should help with conversion and sales. However, Champs also needs to get back on the radar of many consumers, especially younger generations. That will need more than a store update."
Champs didn't respond to an email from CoStar News seeking comment on his remarks.
The chain plans to host a grand opening event in partnership with Nike at the Washington Square store in Portland from July 26 to 27. There will also be a grand opening event at the Brandon Exchange location from Aug. 9 to 10.