RBK Middle East, sole distributor for Reebok in the Gulf, has announced the opening of its new store at Mirdif City Centre. It is the seventh Reebok outlet in the UAE.

The brand plans to open six more stores by December across Bahrain, UAE and Saudi Arabia, said a top official.

The new store is spread across 320 sq m and has been designed to give Reebok customers the complete & specialised brand experience.

The opening of the store was attended by David Reilly, CEO of RBK Middle East, Mark Greiner, sales and marketing manager, RBK Middle East and Zena Habi - Reebok’s fitness expert.

Reebok tied up with Zena last year and the association was in line with the brand’s increased focus in the women’s fitness space. The brand will soon launch a road show with Zena, with the aim to further understand Arab women and their needs.

In his comments, Greiner said: "The Reebok team have been working really hard on both the product and business side of things. Today’s Reebok is all about innovative products such as the game changer EasyTone and the soon to be launched line-up includes RunTone, TrainTone and Zigtech."

"The new Reebok deserves larger exposure and customer touch points and to achieve this we are enhancing our reach and brand experience."

"We are working aggressively on expanding our retail network in form of both multi-brand and branded stores. Close on the heels with the opening of our new store in Al Ain, we are proud to announce the launch of yet another store – a step forward by us to further capitalise on the potential of the market," he added.

“When we created our flagship Dubai Mall store, we designated a special section for our Classic Collection – setting up the first Classic Store in the world. We are re-introducing the same concept in our new store in Mirdif City Centre and this will be the second Classic shop within our Reebok Store,” said Greiner.

Reebok’s Classic Collection is a fusion of fashion and sports and offers a distinct style. It offers consumers a chance to experience energized style and includes collections that have been inspired from contemporary trends relevant for today’s youth.

According to him, the new store is an integral part of its expansion strategy and is aimed at offering customers with new, improved and stylish products all under one roof. "We aim to have 17 stores (branded) across the region by end of 2010," he added.

The new store showcases the entire Reebok collection that comprises sports, fashion and lifestyle products across shoes, fitness gear, sporting equipment, sports jerseys and team collectibles.

The store’s interiors will encompass similar façade as other Reebok stores across the globe, showcasing the characteristics of the Reebok brand and designed to offer a seamless display of collections to the consumers.-TradeArabia News Service