A group of Russian investors has officially opened the first store under the banner of a new sporting goods retail chain, called Sportiv, in Moscow. Until the end of 2018 new stores are slated to be opened in the biggest shopping centers of the Russian capital, according to the Arendator news agency. Others should follow in the country's major cities.
Unlike Decathlon or Sportmaster, the new retailer is not focused on the mass market. Positioned in a higher segment of the market, Sportiv will sell sporting goods and athletic apparel from brands such as Rip Curl and Superdry Sport, bicycles from the Cube brand, and snowboards and even surfboards from various non-Russian suppliers.
The new company is seeking to capitalize on the rising popularity of healthy living in Russia and a growing demand for sporting goods. Sportiv is aiming to occupy a premium area of the specialty sporting goods market alongside other chains such as Alpindustria, Bike Salon and Gravity, where demand is on the rise.
