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Nike continues DTC business expansion with two new stores in Boston – Footwear News


Nike continues its efforts to define the market of the future, and its next landing point is Boston.

The sports giant has revealed several store formats in recent years that it says will improve the way it serves consumers. In 2018, for example, the company launched Nike Live, a concept designed as a hub for locals. He launched the format with Nike by Melrose in Los Angeles in July 2018, a door showcasing “pop-up vibes” that work as a digital and physical retail experience.

More recently, the company created Nike Unite, which was unveiled in November 2020 to help locals connect more closely with the sport and both serve and celebrate people in the community with a design reflecting its’ heart and soul. spirit “. Indoors, consumers could expect “locally selected everyday essentials at the best price”.

These are the two formats that Nike will use for its new doors in the Boston area: Nike by Chestnut Hill and Nike Unite Watertown.

The two storefronts are part of the company’s plans to expand its business footprint in North America and Europe, the Middle East and Africa. During the company’s fiscal fourth quarter earnings call in June 2020, Nike Inc. President and CEO John Donahoe revealed plans for 150 to 200 single-brand stores, which would be small in size and digitally compatible, and which “would accelerate the growth trajectory of Nike’s largest market. share opportunities, such as women’s clothing and clothing, generating long-term profitability.

Nike already has a strong presence in Boston, with three existing single-brand stores in the metro area. The move will further strengthen its position in the city, according to Shannon Glass, vice president of Nike Direct North America.

“We know our Boston consumers are very engaged with Nike in our digital and physical retail channels, and they have a passion for sport and style,” said Glass. “Chestnut Hill and Watertown were of particular interest due to their vibrant communities, which represents a great opportunity for us to serve the West Boston consumer with key products and services. “

The selection of shoes inside Nike Unite Watertown.

CREDIT: Courtesy of Nike

Tomorrow, the brand will open the doors of Nike Unite Watertown, a 15,998 square foot space located at 20 Eldridge Ave. in Watertown, Mass. The company has dubbed the Nike Unite concept its “most valuable destination for sport and product inspiration in the communities we serve.”

“Nike Unite is a newer concept, launched in 2020 as a reimagining of our outlet fleet. This store concept exists to serve and celebrate local communities, and each store is designed to reflect their hearts and minds, ”said Glass. “As we develop this concept, we continue to listen to our consumers and assess which offers and store experiences resonate most with them – from digital and self-service shopping options to product assortments. performance and lifestyle at the best prices. “

Nike By Chestnut Hill

A look inside Nike By Chestnut Hill.

CREDIT: Courtesy of Nike

On Thursday, the company opened Nike by Chestnut Hill, located at 33 Boylston St., Suite 4380, in Chestnut Hill, Mass.

“Since the initial launch of the Nike Live concept in 2018, we have continued to test and learn new member services, experiences and offerings as we evolve the concept to meet the needs of our Nike members and customers. consumers in every neighborhood, ”Glass said. “Some examples of Nike Live features that we are continually developing and evolving are look, feel, and in-store layout; assortment of products; and the mix of digital services that allow consumers to shop at their own pace.

The neighborhood-inspired small-format store spans 5,300 square feet of retail space and is designed for women.

Inside Nike by Chestnut Hill, consumers will find an organized assortment of shoes and apparel that are popular with local women, and bra and style fitting sessions will also be available to them. In addition, the store will offer its online shopping and in-store pickup service that allows people to get their Nike.com and Nike App orders faster (as well as curbside pickup), the digital vending machine. Nike Unlock Box (which will be stocked with enamel pins featuring the store’s logo for opening weekend) and Swoosh Text, which allows shoppers to connect with a Nike by Chestnut Hill store teammate via SMS messaging to verify available inventory, request product recommendations and more.

“The accelerated expansion of our retail brick and mortar presence is a critical part of shaping Nike’s market of the future. Creating more personal and localized touchpoints for consumers, both physical and digital, allows Nike to know and serve our consumers better than ever before, ”said Glass. “Our stores are a tangible expression of the Nike brand and ethos, and they are an essential part of bringing athletic inspiration to our communities through products, services and experiences that empower Nike consumers to exercise. a daily habit. “

Nike By Chestnut Hill

Nike from Chestnut Hill.

CREDIT: Courtesy of Nike


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