UAE: September, 2014: RSH Middle East LLC has unveiled a striking new look for its Stadium store in Deira City Centre. The store, which has undergone a complete revamp, is home to an extensive collection of sports and lifestyle brands including Reebok, Adidas, Nike, Billabong, Speedo, Umbro, Evita Peroni and Kingsley Heath. Commenting on the transformation of the Deira City Centre Stadium store, Ashok Aithal, Head of Sports - Retail, RSH Middle East LLC said the new design is a reflection of both market trends and the evolution of the Stadium brand itself. “Stadium as a concept has evolved progressively since 2007 and the Deira City Centre Stadium is now representative of the brand today.” “The new layout is bright, airy and incredibly welcoming to customers. The brands are clearly and invitingly displayed for shoppers and we are certain it will leave a lasting impression on customers,” Aithal added. As part of the renovation, the 19,000 sq.ft. store has been fitted with new lighting, flooring and display furniture. The store entrance has also been brightened and widened to encourage customers in. Responding to consumer feedback the store is, however, retaining its ‘shop in shop’ format, which enables customers to browse and shop by concept rather than category. Among the other brands that customers can find in Stadium Deira City Centre are Carrot Banana Peach, Ecko, Rockport, OSIM, Wilson, Kooga, Element, Golf House and DC. The new look Deira City Centre store is part of a broader brand development campaign for Stadium. Recent months have seen the Stadium brand consolidated and strengthened with the renaming of three Studio R stores in the UAE as Stadium. Plans are also in the pipeline to revamp one or two additional Stadium stores in 2015.
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