Asics New Zealand launches in Auckland
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Sneaker company Asics New Zealand has opened its first retail store in Auckland – one of only nine concept stores for the Japanese brand.
Covering 203sqm over two levels, the store houses the nation’s only 3D foot-mapping system.
“If you walk into the store in New York or New Zealand you have the same look and feel – it’s welcoming and comfortable. We are using a lot of wood, for example,” says Asics GM Greig Bramwell.
“We are showcasing the full range of product, ‘head to toe’, with a focus on developing our apparel business.”
He says the Shortland Street site is great. “It grabs your attention with big screens on the mezzanine.”
It is only the second company-owned outlet in Australasia for Asics. It has a Family and Friends Outlet Store in New South Wales, with most of its stores being in Asia and Europe. Asics was founded in Japan in 1949 and has its head office in Kobe.
Questions & Answers
Q.What unique technology does the new Auckland store offer customers?
What unique technology does the new Auckland store offer customers?
The new Asics store in Auckland features the nation’s only 3D foot-mapping system. This technology helps customers find the most suitable footwear for their individual needs and foot type.
Q.How does the Auckland store's design compare to other Asics concept stores globally?
How does the Auckland store's design compare to other Asics concept stores globally?
The Auckland store shares the same look and feel as other Asics concept stores, including those in New York. The design aims to be welcoming and comfortable, incorporating materials such as wood.
Q.Is this Asics' first company-owned store in Australasia?
Is this Asics' first company-owned store in Australasia?
No, it is not the first. The Auckland store is only the second company-owned outlet in Australasia for Asics. They also operate a Family and Friends Outlet Store located in New South Wales.
Q.What is Asics' strategic focus for product development in this new store?
What is Asics' strategic focus for product development in this new store?
The store aims to show Asics' full range of products, from 'head to toe'. A particular focus for development within this new retail space is their apparel business, alongside footwear.
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