The Martes Sport Capital Group, the leading sporting goods retailer in Poland, opened its first Fitanu.com brick-and-mortar store on Saturday, Nov. 28, complementing its two-year-old web store by the same name. The company said the customers’ initial feedback was positive.
Martes had planned to launch the new premium concept offline in 2021, but then it decided to accelerate the project after the end of a temporary nationwide retail lockdown, because of the “high dynamics” of the online channel, which will be an integral part of the banner’s omni-channel strategy.
The first physical Fitanu.com store is located in the Silesia City Center in Katowice. It measures 995 square meters. Others are due to be opened in the largest cities of Poland as well as in other countries. Martes is already operating in the Czech Republic, and it entered Romania early this year.
Fitanu stands for “fit anew” in Polish. Its modern store concept and the assortment of the products are meant to be complementary with those of the nearly 400 existing Martes Sport stores. In some cases, they will operate in the same malls, with most expensive items offered at Martes Sport positioned in the same price range as the entry-level products at Fitanu.com.
The brand portfolio of Fitanu.com includes, among others, sports brands like Adidas, Nike, Puma, Fila, Billabong, Quiksilver, DC, O’Neill, Craft, Helly Hansen, Nautilus, Columbia, Jack Wolfskin, The North Face, New Balance, Salomon, Atomic, Rossignol and Arena as well as more fashion-oriented brands like Superdry, Ralph Lauren, EA7, Napapijri, Guess and Lego Wear.