Netshoes, the largest e-commerce of sports and lifestyle products in the country, returns to physical presence and opens its first outlet store this Tuesday, February 25 – after 18 years operating exclusively online. Located next to the Magazine Luiza unit on Marginal Tietê, in São Paulo, the space will have 2,000 square meters, with over 18,000 pieces on display and an average discount of 45% on prices.
“The physical store has always been in our plans. We want to be closer to our consumers, offer them the opportunity to see and feel the products up close before making a purchase,” says Graciela Kumruian, CEO of Netshoes. “It is an option for those who prefer this experience, and for us, it represents a chance to attract new customers. Additionally, we have to be where the customer wants and prefers to buy, whether on the website, app, or by going to a physical store.”
The store offers a product personalization area – customers can change shoelaces, add pins and other items to the sneakers and t-shirts purchased, for example – and “Instagrammable” spaces like the goal post in the soccer section, the podium in the running section, and a lounge with bleachers where you can rest comfortably during the shopping period.
The official inauguration of the store takes place this Tuesday, February 25, and will feature brand activations, promotions in all online and offline media, exclusive content on social networks, as well as influencer visits. Netshoes’ outlet store has a unique style and was designed for customer usability. Additionally, having invested in flexible, adaptable, and loose furniture allows the outlet’s look to be constantly rearranged and transformed according to the items placed for sale.
The strategy
Having a physical store has always been part of the company’s plans, with the intention of giving consumers the opportunity to better understand the range of products – ranging from sporting goods to sneakers and casual clothing in e-commerce. The proposal aligns with Netshoes’ new brand positioning, focused on consolidating the company in the sports lifestyle market and expanding its portfolio to serve practitioners of various modalities, as well as those who want to add sports as a style item.
The opening of the Netshoes outlet is in line with Magalu’s multichannel strategies, one of the group’s main strategic differentiators, and consolidates the materialization of the group’s ecosystem construction. ‘There is already a Magazine Luiza store on-site and an openbox operation from Kabum, so we saw an opportunity to test the outlet model and provide our customers with a multi-brand, multi-category, and multi-modality shopping experience. Showing the full range of Netshoes assortment, without having to visit multiple stores,’ says Graciela Kumruian.
In addition to the outlet model, in the second half, the brand will inaugurate a second physical unit, this time in the form of a concept store, in the space that will house Magalu’s flagship store, where the Livraria Cultura store was located, at Conjunto Nacional, on Avenida Paulista. The space will bring together all the group’s brands: Netshoes, KaBuM!, Magazine Luiza, Época Cosméticos, and Estante Virtual.
