Base Detall Sport has introduced a new store concept at the 300-sqm flagship it opened at Madrid’s Plenilunio mall on Nov. 22, according to Diffusion Sport. As things now stand, the group has ten stores in and around the Spanish capital and 276 Base and Wanna Sneakers stores on the Iberian Peninsula. Wanna Style, as the new concept is called, represents a shift away from sports and towards premium multi-brand fashion. It is intended to attract Gen-X and Millennial customers. In charge of the opening was Base’s partner Deportes Natalia, which in March 2021 opened the retailer’s first point of sale in Madrid, at the La Gavia mall.
CEO Toni Maristany told Diffusion Sport that Base has implemented a three-pronged strategy: of verticalization, digitalization and expansion. The expansion is to be international and take place in big cities. Wanna Style is to become an umbrella brand for the next fashion-focused stores to open, and the existing 22 Wanna Sneakers stores will be adopting the new concept and name over time.
