The concept store was instituted keeping with the agenda of strengthening its position in the country's fitness market which is expected to reach Rs 50,000 crore by 2030.
The motive behind the 'Fit Hub' stores is to provide the best in whatever it takes to inspire consumers to move, train and get fit, Reebok noted.
The store which is designed on the lines of fitness studio aims to help the customers find right products from running, training to yoga, dance and aerobics and offers different slections for men and women.
Somedeb Basu, Brand Director, Reebok India said, "We are determined to keep our commitments to the West Bengal market and emerge as a leading fitness player in the country."
Basu said, "In this endeavour, we have come up with the concept of Fit Hub stores which focus mainly on the requirements of fitness freaks who are not necessarily from the background."
Talking about Reebok's market strategy, he said, "This is where we differ in positioning from Adidas and Nike which are multisport brands and Reebok is a multi-fitness brand."
"We are differentiating ourselves and we are talking to completely different consumers in the same perspective," he said.
"You might be picking something from Adidas store for playing badminton, but the moment you think about fitness you think about Reebok," Basu said.
'Fit Hub' which is an international concept present already in US, Australia and Russia is brought to India as part of Reebok's repositioning approach.
"This strategy had been adopted globally two years ago. In India, it has been launched at the beginning of 2013," Basu added.
Reebok plans to come up with 100 such stores throughout the country with six more stores in West Bengal in addition to the stores at Siliguri and Kolkata.
--IBNS (Posted on 26-10-2013)