Sneakers and lifestyle retail chain AW LAB has introduced a new retail concept in its Italian stores in Rimini, Viareggio, Rome, Verona and Carini. The new store concept, developed in partnership with London-based agency TRC, is meant to provide a contemporary feel and enhance the shopping experience. The retail concept is characterized by greater omnichannel connection, cross-merchandising and genderless proposals. Customers can also benefit from an enhanced digital experience thanks to digital monitors throughout the stores, which showcase the latest trends and marketing campaigns. AW LAB sells sneakers from international sports brands and a wide range of exclusive designs developed in collaboration with these brands, in addition to apparel and accessories. Launched in 1997 as Athletes World, AW LAB is part of the Bata group and has more than 270 shops in Italy, Spain and Portugal. Italy accounts for around 80 percent of its revenues.

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