Fashionable Speedo to open retail outlets

UK.

The first store opens next March at the giant Bluewater Park retail site

in Kent, and Speedo is exploring the viability of opening a number of

other stores in the UK during the coming year.

The company was unwilling to give details of exactly how many stores it

plans, but president of Speedo International, Mark Hammersley, said: ’At

the moment it’s a one-off store. However, we might look at one or two

more concept stores to support our brand vision.’

Like other retailers and manufacturers, Speedo is keen to exploit the

boom in the convergence of sportswear and fashion and is looking to

flagship stores to market itself to a wider audience.

Competition swimwear still makes up 60% of Speedo’s sales. However, the

company recently broadened its merchandise to include beachwear and

fitness and leisure gear and has developed a range of high-performance

clothing for sports as diverse as the decathlon and volleyball.