Nike India's largest store innovates shopping experiential with focus on women, specialist training

As the online commerce platforms seemingly become more and more appealing to Indian consumers, brick-and-mortar retail operators are deploying innovative ‘twists’ in store experiences to enhance the physical shopping experiential.
US-headquartered, leading sports and fitness equipment brand Nike, Inc., which opened its largest Indian store at Brigade Road in Bengaluru earlier this week, is a case in point. The brand’s newest outlet in India attempts to display the power of physical retail experiences through stunning store design and experiential add-ons.
Spread across 7,355 sq ft, divided into three levels, the store offers a selection of apparel and footwear for the variety of sports including running, football, cricket, basketball and tennis. It also boasts multiple services fo runners, such as gait analysis and is a hub for the Nike+ Run Club in Bangalore. Every weekend, consumers can register for free to partake in runs under the guidance of NRC coaches K.C. Kothandapani and Reeth Abraham. Additionally, the store is equipped to provide an overall premium experience specifically for women, including bra fittings.
Sanjay Gangopadhyay, Managing Director and General Manager, Nike India Pvt. Ltd, says, “This new store represents a bold step towards providing consumers in India with the best products from across the globe, which will help them become better athletes. We are confident that this store will cater to the sporting needs of every athlete in this city.”
New Delhi-headquartered SSIPL Retail Ltd, the strategic retail partner of Nike in India, is particularly bullish about the brand’s trajectory in India. Incepted as Moja Shoes in 1994, the group’s business interests span manufacturing, distribution and retailing. Its association with international brands began in 1996 when it became the first firm in India to tie up with Nike as local manufacturing partner, besides signing up as its exclusive licensee. The year 1998 marked its entry into organised retail arena with launch of its first Nike store in Delhi.
Speaking on the latest addition to its retail repertoire, Rishab Soni, MD, SSIPL Retail Limited says, “Nike is a prestigious global brand and it is about superior brick-and-mortar retail experience. We are proud to be associated with the brand for the last 19 years as a manufacturer and strategic partner for the retail business. We are sure with the launch of this store, the brick-and-mortar retail experience will be taken to an altogether different level matching the needs of the Indian consumer.”
SSIPL also is an India partner for several other global brands, including Levi’s, Puma, Converse, Benetton, Lotto and Clarks. It also increased the count of production units to the current six. Other than distribution of footwear brands, SSIPL has been appointed exclusive distributor by ENI-JR286, the global licensee of Nike Equipment range of products for the entire country.