Australia’s largest adidas store has opened at Harbour Town Premium Outlets (HTPO) in Adelaide due to increasing demand for premium brands at the centre and local popularity of the iconic sportswear label, known for its distinctive triple-stripe design.
Located at HTPO Adelaide for the past six years, adidas outgrew its existing store and has moved into a larger 891m2 site located on Tapleys Hill Road, Adelaide Airport, at the centre’s southern end.
HTPO Adelaide Centre Manager, Tania Rucioch, stated strong trading results, including the centre’s sales up by 9% in July, compared to the same month last year, reflect the increasing demand for premium national and international brands at heavily discounted prices.
“adidas designs active-wear for and with athletes of all kinds in mind and is certainly one of our most popular brands. Sales for adidas at HTPO Adelaide were up 21% in July, compared to the same period in 2019,” said Rucioch.
“During the two-week relocation and transition into the new store, we were inundated with calls from customers daily on when they could shop at adidas again,” she revealed. “It came as no surprise that adidas hit its weekly target in the first two days of trade.” Rucioch noted that the adidas store expansion has created 14 new retail positions.
Previous independent research has indicated nearly half of shoppers at HTPO Adelaide visit the centre and purchase at adidas, which stocks sports performance apparel and footwear as well as a range of the company’s Originals brand of fashion products.
“We are working really hard to deliver what South Australian outlet shoppers are looking for and are offering year-round savings of up to 70% off their favourite premium local and international brands,” added Rucioch. “The expansion of adidas cements HTPO Adelaide as the sporting retailer capital of South Australia.”
Lewis Land Group stated it is committed to ensuring HTPO Adelaide remains a premium outlet offering in South Australia and continues to evolve in its efforts to “provide the ultimate outdoor shopping experience”.
With more than 120 outlet stores, popular premium brands also include Under Armour, Tommy Hilfiger, Calvin Klein, Polo Ralph Lauren, Peter Alexander, Witchery, Review, RM Williams, Mimco, Wittner, Nine West, Seed and Lorna Jane.