PERTH: Betts has marked the 18 month anniversary of its rebranding strategy with the unveiling of two brand new concept stores.
The shoe manufacturer and retailer has opened a pair of new stores in Karrinyup in its home state of Western Australia. The new Betts and Airflex concept stores are a result of a rebranding strategy that Betts initiated in late 2008, designed to disentangle its two shoe labels.
While traditional Betts stores catered to customers aged 19 to 60 by showcasing both Betts' fast fashion designs and Airflex comfort shoes, the company's new concept stores separate the two brands into different sites.
The recently unveiled Betts concept store in Karrinyup is 177 sqm and showcases the redesigned Betts logo plus a newly fitted cube-like display case in the front window.
Adjacent to the revamped Betts site is a new stand alone Airflex store, measuring a total of 103sqm. It is the fourth Airflex store created by Betts, adding to the existing sites in Miranda (NSW), Doncaster (VIC) and Subiaco (WA).
Betts national marketing manager Gino Premici said the concept stores are designed to market Betts and Airflex product to their respective target markets more effectively, and the company will continue with its rebranding efforts.
“We are continuing to roll out a number of new stores nationally, as well as refurbishing and relocating a number of older stores in WA, SA, NSW and QLD. Six projects are currently in the works,” Premici said.