The activewear brand has flagged the retail space, known as the Bondi Beach House, as reflective of its new ‘fashion forward’ design aesthetic. Chief executive Yolanda Powell said the concept will also serve a practical purpose.
“The larger format for this store is a reflection of the fact that our brands are expanding and growing,” she said. “This will now be rolled out across any and all new store openings as our Running Bare signature.”
Powell said that because of the move into the toddler and junior girls market with its Cubs range, and the expansion of the Silver collection, which targets women in their 20s, larger format stores are essential to showcase the collection in its entirety.
As part of the brand’s fashion focused strategy involving targeting a younger audience, its new marketing campaign features Home and Away actress Rebecca Breeds, and large adverts are also being displayed on the back of buses. Powell said this new strategy has boosted more interest and sales in the brand and that its customers are demanding more fashionable active wear.
“Our audience is getting more adventurous with their sports wear. We have had a strong uptake on our edgy tie-dyes and sophisticated new animal prints from the Platinum ranges.”
A Running Bare website will launch in the UK this month and further store locations in Melbourne are currently being discussed for 2012.
The activewear retailer, which is stocked throughout the country, New Zealand, in Rebel Sport stores and in parts of Asia and the UK, has been trading since the 1980s. It joins Lorna Jane, The Athlete’s Foot and Rebel Sport in recording thriving activewear sales.
Pippa Chambers