Under Armour (NYSE:UA) has teamed up with Champs Sports (NYSE:FL) to open a store-within-a-store at a retail location in The Mall in Columbia, in Columbia, Maryland. The first test of this premium store-within-a-store concept, called the Armoury, will be located in the backyard of Under Armour's Baltimore headquarters, which is near the mall.
Within this unique set-up, consumers will be provided special access to exclusive Under Armour products and athlete appearances. The shop-within-a-shop concept is not new to Under Armour, which already has its brand set up in many Macy's (NYSE:M) department stores. However, the brand is still expanding its stand alone locations and recently opened a 30,000 sq. ft. store on Chicago's Magnificent Mile.
"Under Armour has earned a loyal and dedicated following among our customers over the last decade, so we are very excited to collaborate through this innovative retail offering," said Bryon Milburn, president and CEO of Champs Sports. "The Armoury at Champs Sports gives us the opportunity to showcase the breadth of Under Armour's product line and tell its story in a single, cohesive context. We believe it will deepen customer loyalty and appreciation for both partners."
Champs Sports is owned by parent company Foot Locker—one of the largest mall-based specialty athletic footwear and apparel retailers in North America. It has more than 540 stores located in the United States, Puerto Rico and Canada.
-See this Champs Sports press release
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