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Dive Brief:
Weeks after Anta Sports acquired a stake in Puma, namesake brand Anta is opening its first flagship store in the U.S. Located in Beverly Hills, California, the store will open Friday and serve as Anta’s “U.S. brand hub,” guiding future brand expression, partnerships and shopper engagement, according to a Tuesday press release.
The company called the opening a “major milestone” in its global expansion and a signal of its “long-term investment in the American market.” It’s intended to serve as a community and cultural hub, with programming to include run clubs and athlete activations.
At roughly 3,000 square feet, the store features a curated assortment of running, basketball, lifestyle and apparel products. It also features athlete storytelling and will celebrate “the intersection of Chinese American heritage, sport, and performance innovation.”
Dive Insight:
Anta is making moves in the U.S. market.
While the sports retailer has a store footprint of more than 12,000 across China, this will be the first in a region it is looking to prioritize. A grand opening at the location will be attended by Anta leadership members, local officials and Anta brand ambassadors Kyrie Irving and Klay Thompson.
Imagery of NBA player Kyrie Irving at Anta’s flagship store.
Courtesy of Anta Sports
“Opening our first U.S. flagship in Beverly Hills is a defining moment for Anta,” Samuel Tsui, CEO of the Anta Brand, said in a statement. “This store represents our commitment to the U.S. market and our belief that sport, culture, and performance innovation belong on the world’s biggest stages.”
Anta’s brick-and-mortar expansion into the U.S. comes just days after parent company Anta Sports took a roughly 29% stake in German sportswear brand Puma. The deal, which cost about $1.8 billion, will see the two companies “work together at arm’s length,” according to Anta Sports Board Chairman Ding Shizhong.
The company said at the time that it doesn’t intend to make a takeover offer for Puma, though it would consider deepening the partnership. Anta Sports’ portfolio includes not just the Anta brand, but also Fila, Descente, Kolon Sport, Maia Active and Jack Wolfskin, as well as a majority stake in Arc’teryx owner Amer Sports.
Editor’s note: This story first appeared in the Retail Dive: Operations newsletter. You can sign up for it here.