Oracle snares Reebok concept store

by Jim Dunton Wed 27 November 2013, 5:00 pm

Reading's The Oracle shopping centre has bagged one of the UK's first FitHub concept stores from sportswear manufacturer Reebok.

The stores combine the atmosphere of a fitness studio with sales of the company’s merchandise by offering shoppers the chance to take part in free weekly workout classes.

Hammerson, which owns The Oracle jointly with the Abu Dhabi Investment Authority, said Reebok had taken a 230 sq metre store and would be offering a range of intensive sessions for customers to choose from.

Assistant director for retail Sarah Mander said the new store would be the only FitHub in the Thames Valley region.

“Reebok’s desire to design the store to become a social hub for fitness enthusiasts provides a unique experience which we are confident will be a success,” she said.

Reebok UK brand director James Woolard said FitHubs proved Reebok’s commitment to getting people active.

“It will give consumers a full fitness experience like no other, inspire people to get moving and become a desirable destination for the fitness community,” he said.

Reebok opened its first UK FitHub in London's Covent Garden in September, and was reported at the time to be planning a further five openings by the end of the year.

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