Rbk Makes Splash With Store

FOXBOROUGH, Mass. — In Reebok’s new concept store, which opened Aug. 7 here, footwear is so important that a major design element — a strip of blue roadway running diagonally along the ceiling — points from the front door to the shoe wall.

“We have more Reebok shoes here than any other retailer in the U.S.,” said footwear buyer Ty Kefor. “We wanted to show the whole breadth of Reebok.”

There are 300 footwear SKUs in the 5,200-sq.-ft. store, located in Patriot Place, a giant new complex flanking Gillette Stadium, where the New England Patriots play.

The store, which also carries apparel and gear, will be a testing ground for a potential store rollout, said Anderson McNeill, Reebok’s head of global retail. “We’ve approached full-priced retail cautiously,” said McNeill, who oversees 2,500 international stores and 150 U.S. outlet stores.

The company operates one other full-price store, in Rockefeller Center in New York, but that store, NHL Powered by Reebok, focuses only on Reebok’s professional hockey sponsorship.

At Patriot Place, men’s and women’s shoes each get a wall with 108 slots. A smaller collection of kids’ shoes are displayed atop stock cabinets in the back of the store. Most shoes retail from $85 to $120.

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