Reebok India targets 40% of total sales from women customers

NEW DELHI: Fitness brand Reebok India is targeting 40 per cent of total sales from women customers as it plans to open 100 fit-hub concept stores by April 2014.

"There is a big emphasis on focusing on women consumers. We are seeing big increase in the percentage of women's business... we are targeting 40 per cent business from women's stores as we open 100 fit hub stores by April 2014," Adidas Group India Managing Director Eric Haskell told PTI.

Adidas Group owns the Reebok brand. At present, contribution from women customers to Reebok's turnover is under 30 per cent.

"This (women's segment) is a growing category. We are focusing on it to drive growth," Haskell added.

The Reebok fit-hub stores offer fitness and training products besides advice, guidance and information on community based fitness events.

Out of the 100 such stores, 50 will be new and the remaining half will be renovated ones, he said.

By 2015, the company plans to convert all of its 400 plus existing stores into fit hub stores.

"The response for the fit hub concept stores has been fantastic. All the stores that we have converted into fit hub stores have seen increased sales," Haskell said.

Initially, Reebok India will focus on the big metro cities and later expand its presence to smaller cities.

"Priority right now is big metro stores. But we will also spread across to tier II and tier III cities," he said.

Terming India as a growth market for the group, Haskell said: "Fitness culture in India is emerging. India plays an important part for the growth of the brand, not just in Asia but globally."

He, however, refused to share the exact position of Indian market in the group's overall portfolio.

Emerging markets for the group include China, Brazil and India.