Salomon celebrated the Grand Opening of its latest store in Madrid at the end of April. Complementing Salomon’s brand store proposition in strategic epicenters, the Madrid store represents a new store type, i.e. a compact store, with a floor of 100 square meters, mostly dedicated to footwear. Located at the popular shopping street Calle de Fuencarral in the center of downtown Madrid, the store has been designed to meet the needs of local consumers with a customized product offer.
Committing to the Spanish market
The Madrid store is Salomon’s second in the Iberian Peninsula, after the first one opened in Andorra in July 2017, and reaffirms Salomon’s commitment to the Spanish market. Salomon already has more than 800 points of sale in Spain and Andorra. Traditionally, many of the Salomon points of sale are located near outdoor sports areas, but this commitment to the center of Madrid reflects Salomon’s target to meet the needs of core consumers living in European key cities.
“Since the beginning of trail running, Spain has been one of the leading markets in the development of this sport. The opening of this first brand store in Madrid is a unique opportunity for us”, says Javier de Moragas, Country Manager, Spain & Portugal at Salomon.
“Madrid is one of the main European capitals and Fuencarral is a street destined for more than 15 million buyers a year. It is a great opportunity to offer our consumers a unique shopping experience, in addition to becoming a meeting point with running outlets, trainings and all kinds of activities.”
#PlayMadrid: Salomon experiences in Madrid
The store staff will offer the most authentic brand experience and premium service with expert knowledge and tips. Video screens play SalomonTV episodes and the overall space is designed to better connect visitors to the local sports communities through various events and gatherings. Weekly visits of athletes and ambassadors, activities and workshops will be organized, with the philosophy ‘Time to Play” in mind: the store will be a meeting point for adventure and outdoor sports lovers.
“We are looking forward to connecting with the local customers and the Madrid running community”, says Adam Alvarez, store manager. “Madrid is a city of active people who love to get outside. It’s also a city of runners, and with this store location we are excited to have a place to connect with them personally. We’ll have community runs from the store, athletes appearances, opportunities to test ride shoes and much more.”
Footwear walls for men and women
The footwear wall, the key focus of the compact store, has been renewed to better elevate the new products within the range and link the wall directly with the marketing stories of the brand. The wall features more brand highlights to enhance monthly stories related to the window and digital communications as well as technology explanations and key product benefits. The modular segmentations allow for an easy assortments planning.
The store features one footwear wall for all sports and both men and women as well as specific brand highlights per gender and sport.
Apparel and gear
The apparel modules in the store are defined to capitalize on the must haves and, at the same time, to answer local consumer needs. They offer product destinations on women’s bras & tights, men logo line, and men bottom focus. Full silhouette presentations feature cross-merchandising with footwear and gear. The store also displays a full hydration destination with bags, flasks and accessories.