FAMILY-owned sports retailer Greaves has opened Scotland’s first House of Adidas. The £1m development at the firm’s flagship Gordon Street store in Glasgow extends the store to almost 13,000 sq ft. The only other House of Adidas in the UK is located in Harrods.
“It’s great news for Greaves and our customers of course, but it’s also a real shot in the arm for the city of Glasgow that the world’s top sports brand would choose to partner with its oldest retailer, rather than open their own shop around the corner,” said Greaves managing director, Sandy Greaves.
An initial five-year agreement has been reached with Adidas over the space, but Mr Greaves added: “We don’t look at it [as a five year deal]. Our relationship with Adidas is very much a longstanding one. Adidas football boots number have been my number one seller for the 35 years I’ve been working here and I wouldn’t be surprised if they’re our number one selling boot by the time my son retires – and he’s got a long way to go.”
He added: “Adidas has made a sizeable investment in the shop fit and of course they aim to make a return on it over the next five years. We’ve given them a lot of space and it’s in the interests of both parties to make it work.”
To extend the store, Greaves knocked down walls in the old ski store and took back the Cartridge World premises, which occupied space in the Greaves-owned building. This opened up the possibility of building a new staircase which Mr Greaves said has transformed the shop and improved the through flow and browsing experience. The new stairwell has been lined with digital mannequins and surrounded by inspirational messaging from some of Adidas’ most familiar brand ambassadors including Lionel Messi, Jessica Ennis-Hill, Caroline Wozniacki and Yohan Blake.
“The business has adequate storage space on site and works in tandem with Adidas on reporting sales which means faster stock turnaround and always having the right product at the right time,” said Mr Greaves.
Anne Murray, inward investment manager at Invest Glasgow, commented: “This is terrific news for Greaves and the wider retail sector in Glasgow city centre, and shows the continuing confidence that investors and developers have in Glasgow.”
Phil Benton VP of Sales for adidas in the UK and Ireland, said the shop-in-shop would become a beacon for the brand in Glasgow. “It allow the consumer to engage with Adidas across many of its key concepts that are worn by both athletes on the field of play and fashion icons. We look forward to continuing to build on our relationship with Greaves and wish them all the best in this new venture.”
Greaves, which opened in Glasgow in 1920, has a long-established partnership with the German sportswear firm.
“Our relationship with the brand goes back to my father’s days and his friendship with Horst Dassler, [Adidas founder] Adi’s son, and it has carried on through the years – we enjoy an excellent relationship and strong working partnership together,” said Mr Greaves. “They want to increase their business with us and we want to do the same so this new space will hopefully facilitate that.”
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