Asics is launching its first European online store in the U.K. in September 2013. It already launched its virtual store in the U.S. at the end of April, followed by one in Japan. The U.K. was chosen for the European launch because of its high internet penetration in retailing and opportunities for growth. Other European markets will follow through 2014. The virtual store will give customers access to the full range of Asics products in running, cricket, rugby, hockey and indoor sports. It will also offer niche products that are currently not available in all markets. It will provide an online solution for consumers who cannot benefit from Asics' in-store Foot ID scanning system. It will give them detailed information on products and advice based on personal characteristics, foot type and the surface they run on.

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