Under Armour Plans Retail Store Expansion

Under Armour’s Brand House store format could represent the company’s retail future, according to a report in the Baltimore Sun. The format, the newest of which opened last month in Chicago (there are a total of six), markets the brand’s core training apparel, fishing and hunting gear, footwear and a “wearables bar” that merchandises fitness trackers.

The company, according to the report, is planning a wide rollout of regionally customized stores in “A” malls in the U.S. and in international markets.

Under Armour will open a Brand House store at Minnesota’s Mall of America and in at least two additional unnamed U.S. locations. The stores will complement existing distribution channels, including department stores and sporting goods stores in existing markets. A company spokesperson said stores will open in both mall and street locations, and that the company is on track to open about 100 locations outside the U.S., mostly with licensed partners.