Netshoes, the country’s largest e-commerce for sports and lifestyle products, returns to physical presence and opens its first outlet store on Tuesday, February 25th – after 18 years operating exclusively online. Located next to the Magazine Luiza store on Marginal Tietê in São Paulo, the space will cover 2,000 square meters, with over 18,000 items on display and an average discount of 45% on prices.
“Physical stores have always been part of our plans. We want to be closer to our consumers, offering them the opportunity to see and feel the products up close before making a purchase,” says Graciela Kumruian, CEO of Netshoes. “It’s an option for those who prefer this experience and, for us, represents a chance to attract new customers. Additionally, we need to be wherever the customer wants to shop, whether online, via the app, or in a physical store.”
The store features a product customization area—where customers can exchange shoelaces, add pins, and other items to purchased sneakers and shirts, for example—and ‘Instagrammable’ spaces like a soccer goalpost in the football section, a podium in the running section, and a lounge with bleachers where shoppers can comfortably rest.
The store’s official opening takes place this Tuesday, February 25th, and will include brand activations, promotions across all media channels online and offline, exclusive social media content, and visits from influencers. The Netshoes outlet store has a unique style designed for customer usability. Additionally, the decision to invest in flexible, adaptable, and modular furniture allows the outlet’s layout to be constantly reorganized and transformed based on the items being featured.
The strategy
Having a physical store has always been part of the company’s plans, with the goal of giving consumers a chance to explore the product lineup—which ranges from sports gear to sneakers and casual wear in the e-commerce space. The move aligns with Netshoes’ new brand positioning, focused on consolidating its presence in the sports lifestyle market and expanding its portfolio to cater to practitioners of various activities, as well as those who incorporate sport into their style.
The opening of the Netshoes outlet aligns with Magalu’s omnichannel strategies, one of the group’s key differentiators, and solidifies the materialization of its ecosystem. “There’s already a Magazine Luiza store and an openbox operation by Kabum in the area, so we saw an opportunity to test the outlet model and offer our customers a multi-brand, multi-category, and multi-modal shopping experience. This showcases Netshoes’ full assortment without needing to visit multiple stores,” says Graciela Kumruian.
In addition to the outlet model, the brand will open a second physical store in the second half of the year—this time as a concept store in the space that will host Magalu’s megastore, formerly home to Livraria Cultura, 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.
