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Retail Thursday 1st January 1970

ASICS Unveils Full Price Store Strategy

ASICS Unveils Full Price Store Strategy

The Japanese sports performance and lifestyle brand, ASICS, is unveiling a new full-price store strategy which will form the cornerstone of its expansion plans in Europe.

In the past five years, ASICS has doubled its sales and is now the third biggest sports company in the EMEA region. The goal is to double in size again by 2020 with an aggressive expansion plan based on Direct-To-Consumer business through the brand’s own retail stores and e-commerce.

Mark Barrett, Head of Cross Border Retail Agency at Cushman & Wakefield comments: “The new full-price stores will express the
innovation and technical excellence of the ASICS brand through innovative and technical exploration and production – balanced with warm, human finishes and a world-class service offer. The new full-price store concept is set to be unveiled in Brussels next month".

The company was founded more than 60 years ago by Kihachiro Onitsuka in Japan and is now a leading designer and manufacturer of running shoes, as well as other athletic and lifestyle footwear, apparel and accessories.

THE BRAND TAKES ITS NAME FROM THE LATIN SAYING ‘ANIMA SANA IN CORPORE SANO’ WHICH TRANSLATES AS MEANING ‘A SOUND MIND IN A SOUND BODY’.