Sports Authority Concept Takes Elitist Approach
Sports Authority has announced plans to open a new small box sporting goods concept targeting consumers of high-end apparel, footwear and accessories.
The new S.A. Elite concept will have a smaller footprint than the typical Sports Authority location that measures around 42,000 square feet. Elite stores will measure in the 12,000 to 15,000 square-foot range and will be "designed to meet the needs of the elite sporting goods consumer while providing a unique and compelling shopping experience."
The first S.A. Elite is scheduled to open in August at a location in Denver.
"S.A. Elite's brand and small store format was the brainchild of extensive consumer research and customer insight including advanced basket analysis, ethnography, and other innovative primary research techniques," said Jeff Schumacher, executive VP, CMO and CSO of Sports Authority, in a statement.
"The S.A. Elite brand has tested well with consumers who believe it conveys the elevated product assortment and experience, while still representing the great value Sports Authority is known for," Mr. Schumacher added.
Nike, the North Face, Under Armour and many of the other brands currently sold at regular Sports Authority stores will be displayed in the Elite format but represented by their higher-end items. Additionally, shoppers will find brands not available in Sports Authority's regular stores, such as Oakley, whose sunglasses retail for up to $200.
Sports Authority, which is primarily owned by the Leonard Green & Partners private equity firm, operates 460 stores in 45 states.
Discussion Questions: What do you think of the business potential of the S.A. Elite concept? Do you think the company being owned by a private equity firm either helps or hinders its chances for success?
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