Under Armour is taking its Brand House specialty store concept to the Big Apple.
The Baltimore-based sports apparel brand launched the new retail format in February with a store in Harbor East, and this week set a Nov. 7 opening date for a previously announced location in Tysons Corner Center in Virginia.
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Plans are in the works to bring the first Under Armour specialty store to New York City.
Under Armour founder and CEO Kevin Plank briefly mentioned the new store on a conference call Thursday when the company released its third quarter earnings. Plank said the store would open in SoHo in the spring and will be part of the Brand House platform.
Though few details are available, the store is expected to be the largest Brand House yet. It will be an evolution of the prototype the company has been using to highlight growing areas such as women’s and youth apparel and footwear and immerse the shopper in the brand’s "make all athletes better" mission.
The new store is part of Under Armour’s push into New York, set to follow the opening of its first New York office early next year as its seeks to expand the brand beyond sporting goods specialty stores.
In addition to the Baltimore store and plans for Tysons Corner and New York, Under Armour has four other specialty stores, in Westfield Annapolis Shopping Mall, Westfield Montgomery Mall in Bethesda and in Natick, Mass., and Vail, Colo. The designer will have 112 factory outlets by the end of next year.